Basecamp Coffee Loyalty Program

Project Overview

Basecamp Coffee is a specialty coffee chain with a struggling loyalty program. I'm the new manager inheriting this program and have 3 months to turn it around.

Mission: Transform the loyalty program from a failing points system into something that actually drives engagement and retention.

The Problem

The program has no personality. It's purely transactional.

Key Metrics (Alarming)

Signups doubled (1,850 → 4,120) but active users collapsed 60% (1,200 → 480)
30-day retention: 45% → 27% (73% leave within a month)
90-day retention: 28% → 14% (only 1 in 7 stay engaged)
Visit frequency: Every 4.2 days → Every 10.4 days
ROI: 0.5x (spending $2 to generate $1)
89% stuck at lowest tier - tier system has no pull
Brand NPS: 65-68 (stable) | Program NPS: 34 → 12 (collapsing)

Root Cause

Customers literally said: "I go to Starbucks when I want rewards, here when I want good coffee."

The program is disconnected from what makes Basecamp special. It's a generic points tracker with no emotional connection.

The Solution: Coffee Personality Quiz

Help members discover their coffee identity. Give the program personality by giving MEMBERS personality.

What This Solves

The app gets a reason to open - your profile, your type, your recommendations
Referrals become identity sharing - "I'm a Summit Chaser. I think you might be one too."
Social sharing becomes natural - "I'm an Espresso Explorer!" is shareable. Points are not.
Personalization becomes possible - seasonal recommendations based on your type
The program gets a personality - finally, something that could only be Basecamp

Coffee Personality Types (Proposed)

Summit Chaser - bold espresso drinker who wants intensity
Trail Guide - reliable medium-roast person who values consistency
Morning Hiker - early riser who needs their fuel
Campfire Storyteller - social coffee drinker who meets friends
Basecamp Regular - creature of comfort who orders the same thing proudly

Stakeholders

Dana - Direct manager, needs regular updates
Leadership - Cares about ROI and measurable outcomes
Store Managers - Need something baristas can actually explain and promote
Baristas - Frontline, know what customers actually ask for

Brand Voice

Basecamp Coffee is:

Warm and welcoming, not corporate
Outdoor/adventure themed (it's in the name)
Authentic and human
Focused on the craft of coffee

The loyalty program should FEEL like Basecamp - not like a generic corporate rewards system.

What's Been Done So Far

Data analysis - reviewed member_data.csv, identified the engagement collapse
Competitor research - analyzed Dutch Bros, Starbucks, Roast & Co., Evergreen
Customer feedback synthesis - 4 months of feedback analyzed
Sub-agent review - got perspectives from Exec, Product Designer, Barista Lead
Strategic gap analysis - identified what nobody in the market has built

Key Files

data/member_data.csv - raw member data
analysis/comprehensive-research-synthesis.md - cross-source analysis
reviews/synthesis-feedback.md - sub-agent perspectives
analysis/competitor-best-practices.md - competitor research
analysis/loyalty-flyer-redesign-brief.md - previous campaign brief

Next Steps

Build the Coffee Personality Quiz
Redesign the first-time signup experience
Replace tier system with Discovery Levels
Create physical totems (stickers, cards) for personality types
Launch pilot with 500 customers

Timeline Pressure

We have 1-3 months before leadership is forced to consider shutting the program down. The path forward is clear. Time to build it.

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