“My best client is the one who brings out the best in me.” - Preneurl.
“No one ever succeeds without the help of others.” - Jay Abraham
“All our dreams can come true, if we have the courage to pursue them.” - Walt Disney
“Logic will get you from A to B. Imagination will take you everywhere.” - Albert Einstein
“To be yourself in a world that is constantly trying to make you something else is the greatest
accomplishment.” - Ralph Waldo Emerson
17 February, 2014
We hear a lot of complaints of consumers about the proliferation of loyalty cards. Wallets are bulging with loyalty cards and many of them are not even used. There we have the cause of the ‘distress’. It is not having many loyalty cards which causes the irritation, but the lack of tangible and relevant advantage these loyalty cards entail. How many of these loyalty cards are really being used regularly?
Strong likelihood the consumer only uses the loyalty cards by which one gets an immediate discount. Possibly supplemented by one or two loyalty cards from stores the consumer regularly visits and where he / she saves for discounts, gifts, etc. And then there’s perhaps the one store where the cashier always asks for a loyalty card. The other loyalty cards remain untouched in the wallet.
Bataviastad (Batavia City) proves it can be done better. In this shopping outlet , located in Lelystad, retailers and brands offer remnants under the regular retail price. B way of a B Member Card consumers save for discount, receive special offers and make a chance to win nice prices. There also is an exclusive presale for cardholders. 1.5 years after the launch 106 stores participated in the B Member Card, furthermore there were 90 000 cards members, of which 53 000 became permanent members without external marketing activities. The card is available in physical form, but is also available in the digital way. The consumer can choose.
Besides the fact that the B Member Card delivers many benefits, there is an even more important reason to point to the success of the B Member Card. This is the integrated approach where various channels are being used in order to reach the customer. The B Member Card can be used by means of an app scanning the bar code, as soon as a purchase has been made. Furthermore one will be informed via email about discounts, promotions and events. The content of these emails is adapted to the needs and shopping behavior of the customer. A brand (store) can also link their private offer to the loyalty card of consumers . In other words: (the need for) the (unique) consumer is the focus!
With this case, I would like to plead for a loyalty program, especially for old(er) shopping areas. Complex factors such as various owners, ‘old’ entrepreneurs and lack of (technical) knowledge and innovation in such shopping areas cause delay in development and eventually they will disappear. Yet it is important that especially such areas invest in an integrated loyalty program . In order to survive, local entrepreneurs often put all their time and effort in their own shop. However, in order to achieve a long-term existence these entrepreneurs should invest in collaboration with fellow entrepreneurs. A joint loyalty program is the ultimate example of a modern way of collaboration. The whole shopping area benefits from it and promotes a healthy competition with other shopping areas. Digital and physical marketing communication are linked . The (mobile) website can play a central role.
Obviously, this program does not have to be as advanced as the Bataviastad program, but in order to be successful an integrated approach is very important. Once this integrated approach is missing, the loyalty card will also disappear forever in the wallet of the consumers, as indicated in the beginning of this blog.