Marks & Spencer's chief executive Marc Bolland knows something about the power of loyalty.
In his case it's shareholder (and staff) sticking with him despite three and a half years-worth of consecutive declines in clothing sales.
But the business is also awakening to the fact it's quite helpful if your customers are loyal, and is rolling out a digital coffee app the retailer across London – and eventually the whole UK - in the hope of achieving exactly that.
M&S has clearly taken inspiration from John Lewis and Waitrose for its Barista app, which gives customers the sixth coffee free.
As well as this users will benefit from “exclusive” offers and deals, and the point-collecting app can be used at M&S Cafes and Hot Food on the Move counters.
M&S senior marketing manager Matthew Legge said: "We are focused on providing our customers with excellent quality, value for money and convenience.
"The trial of a digital loyalty card in our Hot Food on the Move and Cafes will further help us meet those aims, whilst rewarding our customers for their loyalty."