Manchester-based customer loyalty agency Ello Group has completed its rebrand and launched a new coffee-based product.
Ello Group, formerly known as The Dining Club Group, said it has now completed its rebrand this month following the initial plans announced last year. The company is behind a number of loyalty products including tastecard, Gourmet Society, hi-life and MyGym.
The specialist said its rebrand reflects changes to the company’s vision, mission and overall strategic offering from subscription services to customer loyalty and employee benefits specialists.
Its new Coffee Club product, which was developed and built within seven months as a result of investment in its tech, is designed to drive customer loyalty as part of a long-term strategy where brands can incorporate the product into loyalty programmes.
The company reports its Coffee Club has the backing of Caffè Nero and chains such as Black Sheep Coffee, FCB coffee & Ezra & Gil as well as over 1,500 independents.
Speaking on the rebrand, Matt Turner (pictured), CEO at Ello Group, said: “Our vision for the Ello Group goes way beyond just a rebrand and is a complete cultural and strategic transformation for the business.
“Anticipating the growing trend towards loyalty-based marketing – which has accelerated significantly in the wake of COVID – we have pivoted our approach, investing in experience and platform to support the businesses that need it most at this crucial time.”
On its new Coffee Club product, he added: “After a challenging couple of years, partnering with the likes of Caffè Nero – Europe’s largest independent coffeehouse – alongside over 1,500 independents, we’re excited and proud to be able to bring one of the most relevant new products to market for 2022.”
