Reward with a planted tree rather than a free coffee
A reward that costs no margin: a tree planted in the customer’s name.
In short
With Lecy, the reward of a loyalty programme is free text defined by the shopkeeper: it can therefore be a tree planted in the customer’s name rather than a discount or a free product, without changing anything about how the dynamic NFC tag works.
A reward that costs no margin, is not consumed at the counter, and that nobody else on your street offers.
The problem with the free coffee
The classic reward (the eleventh coffee, the 10% discount, the free product) has two flaws for the shopkeeper. It costs margin every time it is claimed, and it is exactly the same as the one in the shop across the street. It says nothing about you.
It also has a flaw on the customer’s side: it is ordinary. A customer who unlocks a free coffee tells nobody. A customer who is told a tree has been planted in their name sometimes talks about it, and shows it.
What a green reward changes
| Criterion | Free coffee | Planted tree |
|---|---|---|
| Cost to you | The cost price, lost margin | A few euros, known in advance |
| Effect at the till | An unbilled item | None |
| Differentiation | None, everyone does it | Strong, very few shops offer it |
| What the customer says about it | Nothing, usually | They mention it, sometimes they share it |
| Proof given to the customer | The product itself | A certificate or a tracking link |
| Audience | Everyone | Customers who care about the environment |
How to set it up
- Choose a reforestation organisation that provides a named certificate or a tracking link. Without proof given to the customer, the reward is not credible.
- Set the threshold in your Lecy account and write the reward as the customer will read it, for example “a tree planted in your name, with its certificate”.
- Decide on the ordering rhythm: as you go, or in a batch once a month for every customer who reached the threshold.
- Make it visible in the shop: a counter of the number of trees planted by your customers turns the reward into an argument, including for those not yet taking part.
The careful way to go about it
Do not replace your current reward overnight. Offer both for a quarter (the free coffee or the planted tree, at the customer’s choice when they unlock their reward) and watch what gets chosen. You will then know whether your customers care, rather than assuming it.
It is also the only way to avoid the accusation of a token gesture: a green reward that unilaterally replaces a tangible benefit can be perceived as a disguised saving. Left to the customer’s choice, it is perceived as an intention.
Frequently asked questions
Can I offer a planted tree as a reward with Lecy?
Yes. The reward is free text you define: “a tree planted in your name” is a reward like any other. You choose the threshold, and you place the order with a reforestation organisation when a customer reaches it.
How much does a planted tree cost?
The order of magnitude seen at the main reforestation organisations is between one and a few euros per tree, depending on the species, the country and the programme. To be compared with the real cost of a free coffee, margin included.
Do customers really prefer a tree to a coffee?
Not all of them, which is why it is wise to offer both. A green reward speaks mostly to customers who care about the subject, and it sets you apart from the discount everyone offers. The right way to decide is to test it over a quarter.
How do I prove to the customer that the tree was really planted?
Reforestation organisations provide a named certificate or a tracking link. You can pass it on to the customer or display it in the shop; that is what makes the reward credible.
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