Social Specialty Coffee, a coffee brand with nine branches across Egypt, has partnered with SaaS loyalty solutions company Prepit to enhance customer frequency and retention through a personalised loyalty programme, AI-driven campaigns and fully digitising the brand’s experience.
The brand’s objective was to boost engagement and loyalty across their customer base while creating a seamless, customer-centric experience.
Dsquares, which acquired a majority stake in Prepit, combined the expertise of the two entities to digitise the brand’s experience, add a layer of customer value management (CVM) to engage customers through a gamified loyalty programme, and build a data-driven platform to elevate customer experience and engagement. The acquisition also combined customer engagement expertise with operational optimisation backed with agile solutions.
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Launch of a digital, cashless branch
As a result, in December 2024, Social Specialty Coffee launched its first fully digital, cashless branch to showcase the effectiveness of Prepit’s personalised loyalty programmes and Dsquares’ capabilities in executing AI-driven CVM campaigns.
The goal was to capture 100 per cent of the branch’s customer base and validate that these digital solutions could significantly enhance the customer experience while driving both engagement and measurable growth.
Speaking to Campaign Middle East, Moataz Abdellatif, CEO and Managing Partner of Social Specialty Coffee, said, “Working with Prepit has been a transformative experience for our brand. Their innovative loyalty solutions and strategic guidance have helped us significantly boost customer engagement and retention. We’re thrilled with the results and excited about the future of this partnership.”
Karim Hussein, CEO, Prepit added, “Our collaboration with Social Specialty Coffee underscores the power of combining tailored loyalty solutions with advanced analytics and leveraging AI-driven CVM solutions to drive meaningful customer engagement. We’re proud to support their journey and contribute to their impressive growth and success in the region.”
Rollout and impact of loyalty solutions for Social Specialty Coffee
Prepit developed tailored digital ordering tools to enhance the user experience, allowing customers to place orders seamlessly across multiple touchpoints.
Simultaneously, the store flow was redesigned to provide a cohesive and efficient customer journey that complemented the digital innovations.
“Loyalty became the foundation of this transformation, ensuring that customers were consistently incentivised to return and engage with the brand. This approach resulted in a noticeable uptick in retention and repeat orders,” the agency shared in a statement.
Within the first month of launching the digital branch, 58 per cent of orders were from repeat customers, showcasing the effectiveness of the loyalty-driven strategy in fostering customer satisfaction and retention.
By the end of 2024, Social Specialty Coffee achieved the following results through the online ordering and loyalty:
- Customer base growth: Increased by 147 per cent year over year, which translates into approximately 2.5x increase in customer base.
- Order growth: Orders surged by 286 per cent year over year, which translates into approximately 4x increase in number of orders.
- NMV growth: NVM grew by 374 per cent year over year, which translates into approximately 5x increase in sales.
- Repeat customers: Grew by 55 per cent year over year.
- Repeat orders: Accounted for 74 per cent of total orders in 2024, a 42 per cent year-over-year increase.
Marwan Kenawy, CEO and Co-founder, Dsquares, said, “As we proceed towards our expansion in different markets, we are always reminded that we need to solidify our presence to cater for various industries. The F&B sector had always been on the rise, but with the current advancement in technologies, it becomes challenging to secure brand loyalty in the traditional method.”
“We utilise our lifelong experience in customer retention in different industries to reinforce the solution model offered by Prepit, ultimately leading to better, faster, and more profitable loyalty solutions,” Kenawy added.
The success of this digital branch has provided Social Specialty Coffee with a scalable model to extend to its entire customer base.
