Whitcoulls reports growth from new loyalty card
The New Zealand-based book and specialty retailer Whitcoulls has reached an early milestone when its GraphiCard-powered loyalty programme, Whitcoulls Rewards, signed up its 175,000th member after only seven months - exactly three times the programme's anticipated growth rate.
An enthused Justin Boyes, marketing manager for A&R Whitcoulls, told The Wise Marketer that the programme's uptake has been amazing: "Our initial projections involved building the customer base to 100,000 members within 12 months, so to have now enrolled more than 175,000 within seven months proves the popularity and value the programme has brought to customers."
Earning and burning The Whitcoulls Rewards programme, which uses the thermochromic GraphiCard loyalty card and platform from Visible Results, offers members loyalty points, special privileges, rewards, prizes, and other benefits communicated via the front of the dynamically-updated rewards card. The card also provides various instant-win prizes in-store, members-only offers, and invitations to author events and movie previews.
Members can use their card to gain benefits for buying books, DVDs, stationery, gift wrapping, greeting cards and magazines - but not for phone cards, Lotto tickets, and gift vouchers. Points are earned at the rate of 1 point per NZ$1, for all purchases of NZ$5 or more at Whitcoulls stores. For every 100 points the customer receives a NZ$5 rewards voucher that can be redeemed in-store.
A dynamic card At the time of each transaction, the customer's card is swiped through a counter-top terminal and the card's front is updated to display both the number of points earned and any relevant programme offers.
A key element of the GraphiCard loyalty marketing platform is the compact terminal that can deliver tailored messages, offers, and promotions printed on both the face of the card and also on vouchers printed by the terminal's thermal printer.
Sales impact Nick Foster, general manager for Visible Results New Zealand, is also delighted with how well the programme has been received by Whitcoulls customers: "During development of the structure and consumer proposition with members of the Whitcoulls management team, we were confident all the elements of a successful programme were being considered. The fact that, since launch, a significant proportion of total sales are made in conjunction with the Whitcoulls Rewards card demonstrates that customers are highly engaged. We are seeing that Whitcoulls customers are increasing both frequency of visits and spend."