HASSRA, the official sports and leisure programme for UK government departments, supports over 60,000 members with activities, discounts, and events. In 2019, Ello Group helped diversify HASSRA’s benefits with the tastecard, a popular dining offer. Post-pandemic, Coffee Club was introduced to encourage remote teams back to the office while aligning with members' interests.
✓ 3,000+ sign-ups within the first quarter ✓ 100% visibility of sign-up and usage data, allowing real-time tracking and insights ✓ High member satisfaction with food and drink offerings, rated as a top-requested benefit ✓ Increased engagement with back-to-office initiatives
HASSRA is committed to delivering diverse, value-driven benefits, making Ello Group a natural partner. With in-depth insight into member preferences and an adaptable portfolio of offerings, Ello Group recommended Coffee Club as a complementary benefit for HASSRA’s back-to-office initiative. From the outset, we collaborated closely with HASSRA to ensure Coffee Club met the desired goals and added tangible value for members. Ello Group presented Coffee Club’s benefits and supporting market research to HASSRA’s board, providing the information needed for a confident rollout. Dawn Crow, HASSRA & Community 10,000 Manager, commented: “The Coffee Club offering came at the perfect time to meet our objectives. We always aim to offer valuable options for our members, and we were delighted by the variety of coffee shops included.” “Listening to members’ feedback has always been a priority. Working with Ello Group to introduce tastecard and now Coffee Club has been smooth and rewarding.”
A priority for both teams was an easy sign-up process. They decided to launch Coffee Club through the familiar HASSRA shop, integrating it seamlessly into the existing platform. Additionally, the programme was branded specifically for HASSRA, making it even easier for members to recognizs and engage with. Ello Group also arranged a free Coffee Club membership offer, ensuring every HASSRA member had access to this valuable benefit.
Since its launch in 2022, Coffee Club has gained strong traction, with over 3,000+ sign-ups in the first quarter alone. With Ello’s real-time insights, HASSRA has gained full visibility into sign-up and usage patterns, supporting data-driven future planning. Ongoing marketing initiatives continue to drive interest, and the programme has positively impacted HASSRA’s wider goals, including new member acquisitions. Dawn Crow shared her experience working with Ello Group: “Working with Ello Group has been so easy – they’ve become like an extension of our team. The attention to detail in creating the right package for us made all the difference, and the rollout has gone incredibly smoothly. We’ve had excellent feedback from members – it’s just been brilliant!”
Looking ahead, Ello Group and HASSRA are exploring additional features to enhance ease of use and drive further engagement. With significant recruitment initiatives on the horizon, Ello Group’s solutions will play a key role in attracting new members and strengthening HASSRA’s offerings.
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