Liquid Barcodes


The Coca Cola Club

Paula Thomas, Chief Content Officer, Liquid Barcodes


After one hundred years as a public-listed company, the Coca Cola company is continuing its history of innovation with new ideas that continue to delight shareholders and create even more loyal customers.

Following ongoing commercial success and its 57th annual dividend increase in 2019, the brand has launched an exciting programme offering exclusive access to new Coca Cola drinks and flavours through a subscription programme that people are paying to be members of.

It’s a truly revolutionary idea, flipping from the outdated approach of consumer brands offering complimentary samples of new products, to instead leverage the power of its iconic brand to create desire and demand for products that have not even been launched yet.

Coca Cola Insider's Club

The Coca Cola Insider’s Club Launched Christmas 2019.

The Coca Cola Insider’s Club

  • The Coca Cola Insider’s Club was launched on December 16th 2019.
  • Only 1,000 members were accepted as members.
  • The subscription-based club is initially running for 6 months in 2020.
  • Each member pays $10 per month or $50 prepaid (one month free).
  • In return, they can look forward to six monthly packs of limited-edition drinks from three different beverage categories.
  • Coca Cola chooses which products are sent – members have no input or choice of drinks they are sent.
  • Coca Cola will ship the selected drinks free of charge to members starting in January 2020.
  • Along with access to exclusive drinks that are not yet on sale in stores, these paying members will also be sent Coca Cola “surprises and swag”.
  • The subscription programme was launched on Twitter and the first 1,000 “Insider Club” memberships sold out in three hours.
  • Coca Cola is currently capturing a “waitlist” of aspiring “Insider Club” members. Joining the waitlist requires confirmation that members give full marketing permission to Coca Cola and share their date of birth and zip code details (this trial programme and waitlist is only currently open to residents of the United States).

The Coca Cola Insider's Club

A New Era for Convenience? The Coca Cola Insider’ Club.

Insights and Innovation

  1. Coca Cola said the concept “was inspired by the growth of the e-commerce subscription market” – perhaps referring to the Amazon Prime programme and its explosive 50% annual growth. Paying subscribers for the Amazon service are expected to exceed 130 million by the end of 2020.
  2. The programme cleverly taps in to consumer psychology and shows a clear understanding of human behaviour, with the brand creating a sense of scarcity (Facebook famously launched its platform in the exact same way) as well as a sense of accomplishment for those “lucky” enough to succeed in becoming one of the first paying subscribers. Within 24 hours of launch, the waitlist was reported to already have exceeded 8,000 names.
  3. The sheer fun and experience of receiving monthly deliveries from marketing experts like Coca Cola will ensure “bragging rights” that early subscribers will enjoy, creating an enhanced emotional connection with the brand.
  4. The announcement explained that “people want choice, convenience and customization” – although it’s not yet clear how the subscription programme will offer either choice or customization. One clear tangible benefit of any subscription programme is real consumer “convenience” – with drinks delivered direct to consumers. We’ve previously written about the idea of connected homes and how “convenient” drink deliveries are proving for early adopters of Valora’s “ok.- button”.

While it’s highly unlikely that Coca Cola has any immediate plans to bypass convenience retailers at scale in the near future, there’s no doubt that the extensive permission-building, data capture and the clear focus on creating more compelling relationships with customers does create the possibility that Coca Cola sees the potential to scale up its existing direct-to-consumer channel.

For now, the brand has said they will monitor the performance of the pilot programme across “sales, feedback and social media buzz” so we will watch with anticipation to see how the launch programme performs in 2020.

Watch this space for more exciting insights and we’ll keep you updated on key trends on driving loyalty for convenience products and retail stores worldwide.

coca cola logo

About Us:  

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 


Blog post

Paying for Fuel With an App Is Convenient… Until It Isn’t

Paying for fuel using a stored payment method through your smartphone and the store’s app is an amazingly convenient concept. Drive up, link your phone and the pump, pick your payment method, and fuel up. In under 5 minutes, your fuel tank is full and you’re on your way and you never touched a payment […]

Blog post

For the Love of Convenience

This summer, my family took the proverbial summer road trip vacation. First, we drove from our home in Virginia up north to the great land of lobstah in wicked cool New England. After that, we drove from there down to the endless sandy beaches in the Outer Banks of North Carolina.     1,500 miles! […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Subscription Programs Are Economically Smart Investments

Monthly subscriptions to products and services are economically smart investments for retailers and customers With a recession looming and gas prices still at record-high levels, customers are tightening their grip on their wallets. But this doesn’t mean they’ll be turning their backs on convenience store purchases and there are ways you can weather the impending […]

Blog post

Converting Impulse Shoppers to Automatic Customers

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers   Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes