WEST CHESTER, PA — Lavazza has launched its first U.S. loyalty program, expanding its direct-to-consumer strategy with a points system tied to online purchases, retail receipts, subscriptions and brand engagement.
The My Lavazza program allows members to earn points, called Beans, and redeem them for Lavazza discounts, digital gift cards and other rewards.
Consumers earn one Bean for every $1 spent on LavazzaUSA.com. Purchases from authorized retail partners can also qualify when members upload receipts, with a limit of three receipts per month and up to 75 Beans per receipt.
Members can earn additional points through Lavazza My Way subscriptions, product codes and interactive activities such as quizzes and surveys.
The program has three membership tiers: Enthusiast for 0 to 299 Beans, Barista for 300 to 799 Beans and Maestro for 800 or more Beans.
Active Lavazza My Way subscribers automatically move to the Barista tier. First-time subscribers receive a 50-Bean bonus and earn double Beans on subscription deliveries.
Lavazza is using the program to broaden its relationship with U.S. customers across retail, e-commerce and subscription channels as the company expands its presence in the market.
“As we continue to expand our presence in the U.S., we’re focused on building a stronger relationship with customers across every place they experience Lavazza,” North America Marketing Vice President Daniele Foti said.
The program also includes monthly sweepstakes, with members receiving three opportunities each month to enter for Lavazza products and other rewards. No purchase is required.
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