Soul Origin’s new loyalty strategy for Aussies hits close to home

The brand aims to offer value more holistically.

Sincethe launch of its loyalty programme in 2019, Soul Origin has been relentless in tweaking and improving its Soul Mates Loyalty Programme to reflect its relevance to the current needs of consumers.

Recently, the brand launched a giveaway for Soul Origin Loyalty members: a lucky chance to have their mortgage or rent paid for the rest of the year. Under the promo, Soul Origin will cover the winner’s mortgage or rent for the rest of the year up to $40k.

Adam Neill, chief operating officer and general manager of Soul Origin, spoke to QSR Media and said they focused on mortgages and rents because cost of living pressures have been a bane for many Australians.

“It is well documented that Aussies are experiencing some kind of cost-of-living stress forcing just about most to cut back on expenses and in some cases, it could be the basics such as food,” Adam said. 

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“Median rents have hit record highs in addition to interest rates increasing 14 times since May 2022 which has put pressure on household expenses. Mortgage or rent payments are on average the largest contribution to the household budget,” he said.

Strategies like this have been important for Soul Origin since it decided to focus on its loyalty programme as a way to understand its customers and drive future initiatives.

“Our loyalty strategy is an important part of the brand’s DNA with the express purpose of providing everyday good value to our customers,” Adam said.

Customers have been responding to the brand’s strategies. Last year, Soul Origin saw loyalty members increase by 50% with active members increasing by 35%.

Perceiving value

Adam believes that value is ultimately determined by the consumer through what they receive in return for what they pay versus the alternatives.

“We know that consumers are looking at value more holistically — more than just price such as quality, convenience, and experience. They are willing to spend more money on products and brands that offer real value,” Adam said.

And for Adam, real value starts with the product, the generosity of the servings, the quality and goodness of the ingredients to the very best brewed coffee.

“Conveniently being able to serve on [the customer’s] terms whether it is in-store, ordering ahead, delivery, or hosting family and colleagues through our catering service [is what our Soul Mates loyalty programme] can provide to further give value to our customers,” Adam said.