The cost of living crisis is impacting nearly every consumer in the market. Rising inflation and especially the rise in energy costs have hit hospitality hard. The Coffee Club and tastecard have partnered with Secret Sales to introduce a reward club for customers buying from the online fashion marketplace.
The new Secret Rewards Club enables customers to access discounts across restaurants, barista drinks (including Caffé Nero), pizza delivery and even entertainment venues. To attain the discounts, Secret Sales customers need to spend £30 on their favourite designers’ clothes. Once they have signed up for the Secret Rewards Club they will receive codes within ten days. These codes offer discounts adding up to a potential £100 savings. Once they have downloaded the tastecard and Coffee Club mobile app, they can apply the discount when they want to. Note that there may be an expiry date for the discount codes, which is unclear in the available information.
Secret Sales estimate that customers will save up to £840 per annum. However, there is no indication of how much they would have to spend on Secret Sales to achieve this. Also, these are discounts, so there is still a cost. If consumers already use the listed hospitality outlets, this is a good way of saving even more money. Especially as the cost of purchasing food and beverages is rising rapidly.
Double discount from Secret Sales
Research by Blackhawk Network (Registration required) has shown that 61% of consumers are turning to or looking for non-full-price options as they struggle to maintain their current lifestyle within their existing budget.
Consumers are already taking advantage of the discounts the fashion and sportswear eCommerce marketplace offers. In 2022 the average customer order value is already 20% higher than last year. Additionally, its top customers doubled spend from £195 in 2021 to £340 this year. This indicates that consumers are becoming savvy about shopping online and seeking discounts for their favourite fashion and sportswear brands. This new initiative will attract even more customers with the double discount on offer for no additional spend on the marketplace.
Alex Adamson, SVP of Digital Marketing at Secret Sales, commented, “We’re thrilled to be launching this new initiative with tastecard and coffee club to bring our customers a boost of support during the current economic challenges. We know that times are tough for many at the moment and so we hope this helps ease the burden for customers wishing to treat themselves with a day, meal or coffee out.”
Enterprise Times: What does this mean?
Is this a sign of things to come for other sites? For tastecard and the Coffee Club, this will help attract more hospitality outlets as membership grows. However, will other eCommerce sites perceive the advantage of partnering to offer further discounts on their site?
Matt Turner, CEO at tastecard, commented, “We are really excited to be working with Secret Sales, a brand which operates with the same ethos as ourselves – that we help both our partners by providing additional sales, and our customers by allowing them to benefit from deep discounts at a time when they need them the most. During the cost of living crisis, we understand that people want to still do the things that they love; whether that is eating out, grabbing a barista-made coffee, or purchasing new clothes, and this partnership helps them to continue to do that, whilst saving money.”
For consumers, this is a win-win situation. It will make it easier to continue the standard of living for at least a little longer. They can continue to buy the clothes they want from leading fashion brands whilst eating and drinking without overspending.
