Points instead of stamp cards: customer loyalty for cafés

Why regulars are so valuable

Acquiring a new customer is considerably more expensive than retaining an existing one. A widely cited Harvard Business Review article (Amy Gallo, 2014) puts it at 5 to 25 times, depending on the study and industry. The same article refers to research by Frederick Reichheld of Bain & Company, according to which increasing customer retention rates by 5 per cent increases profits by 25 to 95 per cent. In a 2001 Bain publication, Reichheld gives financial services as an example, where 5 per cent more retention produces more than 25 per cent more profit.

These are estimated ranges from other industries and decades, not fixed constants and not a forecast for a café. Still, the direction is clear: nurturing existing customers pays off.

Points by amount instead of a stamp per visit

The classic stamp card is simple: every visit earns a stamp, and after ten boxes there is a reward. But it makes no difference whether someone pays 2.50 euros for an espresso or 28 euros for breakfast for two. A points programme starts from the amount spent: the purchase is converted into points according to set rules, for example one point per full euro. Guests who spend more reach the next reward sooner, and the business can offer rewards in tiers, from a small treat to a bigger thank-you.

Joining without an app: QR code on the receipt, programme in the browser

A major obstacle with classic loyalty apps is the download: few guests want to install an app from the store just for a coffee. With a points programme based on the receipt, the smartphone camera is enough: the guest scans the QR code on the receipt and sees their points in the browser. Web apps make this possible. A special form is the progressive web app (PWA). It is built with web technologies but offers an experience like a native app. It works directly in the browser and can be installed on the home screen if the user wishes, without opening a store first. What that looks like depends on the browser and operating system: on the iPhone it works through “Add to Home Screen” in the share menu, Chromium browsers such as Chrome and Edge offer installation directly, and not every browser supports it.

• A PWA runs from a single codebase on different platforms and devices, from Android phones to the iPhone.
• It is a website with its own address: discoverable via search engines, shareable by link or QR code and installable on top.
• For installation, Chromium browsers require a web app manifest with a name, icons, a start URL and a display mode, plus delivery over HTTPS. A service worker is not required for this, but it provides offline features.

From practice: ’n Eis zapfen

Ronny Heymann and Annett Adler opened the first ’n Eis zapfen shop in Frankenberg in April 2023. Guests build their own sundaes there: choose a cup size, serve the soft ice cream, add toppings. Today the project covers three locations, including, since March 2026, the ’n Eis café on Hainichen’s market square with seating, pastries and hot drinks. The business needed digital customer loyalty that fits the daily work of a local hospitality team: participation without a mandatory app download, a programme in its own branding, shared management for all three locations and current offers in one place.

It runs on Treuli, my own product for digital customer loyalty. After a purchase, guests scan the QR code on a supported receipt, and the purchase is converted into points according to the configured rules. In the customer view they see their points, loyalty rank and customer card; welcome and birthday promotions and referrals complement the programme. Guests choose rewards from the catalogue, with staff supporting redemption. The administration area brings together customers, transactions, rewards and campaigns. More in the ’n Eis zapfen case study and on the Treuli product page.

What to look for in a loyalty programme

• Reward what counts: points by the amount spent rather than only by visits, with rules that suit your prices.
• A low hurdle for customers: no mandatory download, joining with a single scan.
• Little effort for staff: points should be credited as automatically as possible, for example via the QR code on the receipt. Check in advance whether your till system produces suitable receipts.
• Reachable rewards: a first reward after a few visits, higher tiers for regulars.
• Fair, transparent costs: seasonal businesses in particular need predictable prices.
• Only the features you actually use, instead of an overloaded enterprise package.
• Clear rules for customer data: a loyalty programme stores personal data. Clarify which data is collected, where it is stored and who can access it. If a service provider processes it on your behalf, for example for hosting, a data processing agreement under Art. 28 GDPR is required.