DIGITAL MARKETING

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COSTA COFFE MARKETING CHALLENGE

MERIT

A campaign brewed with data, loyalty, and digital engagement.

Breaking down the digital strategy behind loyalty, convenience, and customer retention.

we blended customer psychology with digital marketing to serve a smarter Costa experience.

ABOUT THE PROJECT

What makes customers loyal to a coffee brand, the coffee, or the experience behind it?

As part of a collaborative digital marketing project at Queen Mary University of London, our team developed a strategic digital campaign for Costa Coffee focused on increasing adoption of self-order kiosks, boosting loyalty card engagement, and enhancing customer retention through digital experiences. The group project combined consumer psychology, digital marketing strategy, CRM thinking, and customer journey mapping to create a campaign that aligned with Costa’s business objectives and evolving digital ecosystem.

Using frameworks such as SWOT, PESTEL, SMART objectives, and customer journey analysis, we researched consumer behaviour, coffee retail trends, kiosk adoption barriers, and loyalty-driven engagement strategies. Our campaign integrated social media marketing, gamification, influencer campaigns, app engagement tactics, personalised promotions, and AI-driven upselling concepts to improve customer interaction and drive repeat kiosk usage.

My contribution focused on strategic research, digital marketing analysis, campaign ideation, consumer behaviour insights, and helping structure the customer engagement approach across awareness, consideration, decision, and retention stages. The project strengthened my understanding of integrated digital marketing communications, customer-centric campaign planning, and data-driven marketing strategy in the retail and hospitality sector.

APPROACH

We approached this project by first analysing Costa Coffee’s digital ecosystem, customer behaviour, and competitive positioning within the UK coffee retail industry. We then developed a customer-focused marketing strategy that combined loyalty psychology, social media engagement, kiosk adoption incentives, and AI-driven upselling concepts. By applying frameworks such as SWOT, PESTEL, SMART objectives, and customer journey mapping, our team created an integrated digital campaign designed to increase kiosk usage, app engagement, and customer retention through personalised and interactive experiences.

The project demonstrated strong strategic thinking, integrated digital marketing planning, and customer engagement concepts, while also highlighting key areas of improvement in campaign precision, targeting specificity, and ROI forecasting.