Get more customers – by making them disloyal!
How’s that for a brilliant example of how “Reversal Thinking” works in creating a bold new idea?
This idea has its roots in England where the 2009 World Barista champion Gwilym Davies initiated the idea in his own café. Erik Posthuma from Antics – Digital Creative Agency and Luke Norman – coffee connoisseur and writer of Cortadito.sg, decided to try it out in Singapore. The participating cafés were Jewel Coffee, Smitten, Jimmy Monkey, Loysel’s Toy, Forty Hands, Oriole, Broers Café & SOHO Coffee.
The campaign ended on 31st December 2011. From what I heard, the response from customers, cafes, and publications like Springwise has been great.
When almost every retailer I heard of is working their guts off thinking up new tactics and promotions in winning over customers, this concept came as a refreshing breeze.