The Australian bookseller Angus & Robertson has launched a new customer loyalty programme called 'Angus & Robertson Rewards' using the thermochromic GraphiCard loyalty platform from Visible Results.
The chain's new programme was rolled out across its entire network of stores nationwide on 28th April 2008, and the response from customers and employees has been very positive, according to the company's COO, Dave Fenlon.
Earning points and prizes
Angus & Robertson Rewards members earn 1 rewards point for every Aus$1 they spend in-store and, upon reaching each 100 points, they are automatically rewarded with a Aus$5 gift voucher.
Reward points can be redeemed in-store at any time. The programme also rewards members with chances to win a range of instant prizes (such as coffee and book vouchers) and opportunities to be entered into major prize draws from time to time.
Using thermal imaging, the appearance of the card's face is changed each time the card is presented at the point of sale. This allows the customer's points balance to be updated in real time with each transaction. The card also displays the number of points still needed for the next reward, as well providing details of new releases and special offers.
The aim of the loyalty scheme was to be able to better tailor the bookseller's marketing campaigns to its existing customers, making each communication more relevant to members' interests, reading tastes, and shopping habits.
"The information gathered on spending patterns and buying behaviour 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. With the detailed customer and product data that the programme generates we can make better use of our marketing spend and make better business decisions," explained Fenlon.
Visible Results has also provided similar customer loyalty programmes and data analysis services for other popular programmes around the world, including New Zealand retailer Whitcoulls. The changing messages on the card's face, along with reward vouchers and brand relationship-building e-mail campaigns outside of the retail environment are expected to help Angus & Robertson differentiate from other booksellers, and to both recognise and reward customers in-store.