Darren Levy, CEO of vida e caffè says, “We’ve always been keen to explore partnerships that ultimately give our customers more options in how they engage with our brand. Enjoying coffee that’s a reward for a healthy lifestyle and being able to do so conveniently achieves this objective.”
The 87 vidas and Torradors together with the 85 vidas on high streets, in malls and in corporate HQs provide the footprint to support the Vitality Active Rewards programme. “The successful partnership between Discovery Vitality and vida began in October 2015. We are confident that with the expansion into Shell, Vitality Active Rewards will continue to grow and occupy an important strategic position within our business,” adds Levy.
“We have seen the basket size increase and we are seeing uplift in fuel volumes because we are attracting more customers from the forecourt into our stores – resulting in more time in the shop, as opposed to fill and go,” says Yaasier Abrahams, Shell’s retail marketing manager.
“We expect that the same will happen with the redemption of Vitality Active Rewards, as more people claim points and redeem their free coffees while on their travels. For us, we have been delighted by the surge in coffee, food and convenience retail across the country. The addition of the 47 Torrador outlets also takes us deeper into outlying areas,” he concludes.
Shrey Viranna, CEO of Discovery Vitality, concludes, “I am excited about the adding of vida/Torrador at Shell forecourts. vida e caffè is an excellent partner and this roll out with Shell significantly increases national access for our members to claim their weekly Vitality Active Rewards.”
