Pure has introduced a 50p discount on all hot drinks when customers bring a reusable cup into store. The promotion is valid at all 15 Pure shops across central London. The discount was introduced on 6th April 2018, before which fewer than 2% of customers were using reusable cups. In less than two weeks since the launch, this figure has more than doubled to over 5% of customers. This has already saved over 50,000 cups a year. By investing in further promotion of the discount, Pure is aiming for at least 10% of customers to use reusable cups by September 2018
Pure wanted to make their 50p discount as obvious as possible so they display it prominently in-store and outside on their A-boards. They have also placed the discount on the front page of their website and advertised the offer on Facebook and Instagram. Many brands offer a small discount because they feel obliged, but hide it away in the small print. Pure is keen for as many customers as possible to come in with their reusable cups, even if it means less profit for the business.
Spencer Craig, one of the founders of Pure said “We have offered free still and sparkling water since we started. If you’re passing by any of our shops, you can refill your water bottle at any time without making a purchase. We were ahead of everyone on this initiative by reducing our sales of plastic water bottles. The 50p discount on hot drinks will also cost the business significantly, but it will save so many cups that we are proud to be able to help in this way. We will have many more sustainable initiatives very soon”.