Book rewards scheme in Australia?
Australia’s largest bookseller, Angus & Robertson, has launched a customer loyalty programme acroos its store network. The programme uses using the Graphicard from loyalty marketing company Visible Results.
Angus & Robertson Rewards members will earn one point for every dollar they spend in-store. Whenever members reach 100 points, they are automatically rewarded with a A$5 gift voucher. The programme also gives customers the chance to win a range of instant prizes and to be entered into prize draws.
Using a proprietary thermal imaging technology, Visible Results can change messages and images on the Graphicard’s rewritable face each time the card is used. The card also features points needed for the next reward, as well as the promotion of new releases and special offers.
“We want to share in the immediate excitement of seeing instant rewards go off in stores when customers have their Rewards card updated after a purchase. We want the surprise and delight customers get from winning to generate a buzz on the floor,” says Dave Fenlon, Angus & Robertson chief operating officer.
“The information gathered on spending patterns and buying behaviour through the program will allow us to understand the needs and desires of our customers, and provide them with information that we know that will interest them in a personalised manner.”
He added that with the detailed customer and product data that the programme will generate the retailer can make better use of its marketing spend and make improved business decisions across its 180 Australian stores.
The changing messages on the unique card face, reward vouchers, as well as the email campaigns that aim to maintain the brand relationship outside of the retail environment.