Irish retailer reports on successful HotelPoints programme
The Irish retailer ADM Londis has successfully concluded a short-term customer reward programme based on Win/Win's HotelPoints programme, through which Londis offered customers discounted hotel breaks in Ireland.
According to Ruth Norton, group marketing manager for Londis, "We had such a good reaction from our customers that, after one month of the promotion, we had to reprint 1 million extra tokens and 10,000 extra collector cards. Londis retailers were very positive about the promotion and have really supported it in-store, with very high levels of customer redemption."
Increasing customer spend Through the Take a little time with Londis programme, every time a customer spent 10 or more, they could collect a token. The customer had to collect 20 tokens (a minimum spend of 200) in order to complete the collector card to redeem it for a free hotel night.
From 1st April until 15th June 2006, customers had the opportunity to stay at a selection of hotels for up to three nights, including breakfast each morning and one Table d'Hote dinner for 98 per person.
Previous rewards Londis has previous experience of short-term reward programmes, having recently also run campaigns such as Fly Europe for Free and another Holiday Giveaway promotion.
The HotelPoints programme, run by loyalty company Win/Win supplies Irish Hotel Rooms for use as incentives or rewards for high-spending customers. Typical customers include businesses with very large customer numbers (such as telecommunications companies, retail brands, banks or insurance companies). Win/Win predicts that, in 2006 alone, the HotelPoints programme will sell over 100,000 hotel bed nights.