Pulse loyalty scheme expands into New Zealand

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By: Wise Marketer Staff |

Posted on September 18, 2007

Pulse loyalty scheme expands into New Zealand

The Australian multi-brand loyalty programme, Pulse Rewards, has rolled out across all ten Bras N Things (BNT) stores in New Zealand, extending the GraphiCard-based scheme's reach into New Zealand for the first time.

The cross-border expansion of Pulse Rewards took place in stores in Christchurch, Wellington, Auckland and Hamilton, and allows BNT's New Zealand customers to use a Pulse card when shopping not only in New Zealand but also at any Australian Pulse merchant.

Member benefits Every time a BNT New Zealand member uses their Pulse card they are eligible to win instant prizes, receive special offers and from November all members will be automatically entered into Pulse programme major prize draw. In the past twelve months more than Aus$5 million dollars worth of prizes have been awarded to Pulse, with major prizes including experiential privileges such as meet-and-greets with The Scissor Sisters, and Pink! in London.

Visible Results, the global loyalty marketing firm that manages the day-to-day operations of Pulse, is reported to be pleased at the prospect of expanding the platform across the Tasman.

High consumer uptake Having successfully engaged the target high-value segment of its customer base, BB Retail Capital (BBRC - the programme's owner) has seen members' average transaction values grow to some 50% higher than the all-customer average, and cardholder transaction frequency has followed suit.

When asked what he believes is driving the programme's high level of adoption among Australian consumers, Visible Results' General Manager, Mark Pullen, said that "the appealing customer proposition built into the programme's design is probably at the core."

According to Pullen, "Many loyalty programmes fail to engage their customers and the points they earn often disappear into a database somewhere. But Pulse awards are both attainable and valuable, and its instant and major rewards are tangible acknowledgements of a customer's continued patronage. They form a 'thank you' for being a customer."

Pulse partners Pulse Rewards operates across entertainment brands Sanity Music, HMV, Virgin Entertainment (and Virgin @ Myer), as well as at BNT and homewares brand Dusk. BB Retail Capital itself is reported to be Australia's third-largest retailing group, operating over 700 retail stores and employing over 5,000 people.

Interestingly, while the entertainment brands benefit from higher customer transaction frequency - and therefore have greater opportunity to enrol customers - some 22% of all Pulse members were enrolled in the programme through a BNT store.

The technology platform A key element of the programme's loyalty marketing platform is the thermochromic GraphiCard membership card. Developed by Visible Results, the entire face of the membership card is re-printed every time it is swiped at the check-out.

Reward points, the printing of promotional card messages, and the printing of contextually relevant point-of-sale offer vouchers all happen in real time at the point-of-sale. At the same time, card and voucher messaging combine with programme e-mail and in-store advertising to provide a more interactive loyalty card experience for the customer.

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