Merlo Coffee upgrades loyalty program to reward 180,000 members – BeanScene

Merlo Coffee Roasters has upgraded its Friend of Merlo loyalty program, introducing a revamped rewards structure and mobile app designed to improve customer engagement and deliver greater value to its more than 180,000 members.

Launched on 13 October, the upgrade follows months of planning, testing and refinement, with the Queensland-based roaster drawing on more than 30 years of retail experience to better understand customer purchasing habits and expectations.

The updated program retains popular café rewards while introducing additional value for customers purchasing through Merlo’s online store, extending loyalty benefits to members who may not have convenient access to a physical café.

The accompanying Merlo App allows members to access rewards, vouchers and account balances, while a new passwordless login system uses email verification codes to simplify the in-store redemption process.

Existing points and balances were automatically converted into the new voucher system, ensuring members retained their accumulated rewards during the transition.

Merlo prepared for the launch through hands-on staff training, ongoing member communications and in-store signage and FAQs to help customers navigate the changes.

The roaster says the upgrade reflects a broader retail philosophy that also informs its relationships with more than 1,500 wholesale customers nationally.

Merlo operates 16 company-owned cafés across three formats: traditional espresso bars, Torrefazione roastery stores and drive-thrus. The network provides an opportunity to test retail strategies and customer engagement initiatives, with those insights informing the support offered to wholesale partners.

Services include barista training, equipment supply and servicing, and practical business advice covering café fitouts and workflow.

Merlo Coffee founder Dean Merlo says understanding what drives customer loyalty is central to the company’s café partnerships.

“Running our own cafés means we know what it takes to win and keep a regular,” Dean says. “When we partner with a café, we’re not just supplying coffee. We’re sharing what we’ve learned about creating a great customer experience.”

For more information, www.merlo.com.au/pages/friend-of-merlo