Whitcoulls rolls out loyalty card programme in NZ
The New Zealand specialty retail chain Whitcoulls has launched a new customer loyalty programme based on the thermochromic GraphiCard, using loyalty CRM technology provided by Visible Results.
The new Whitcoulls Rewards programme provides members with loyalty points, special privileges, rewards, prizes and other benefits communicated through the front of the dynamically rewritable thermochromic loyalty card.
Earning points Customers can use their Whitcoulls Rewards card to receive benefits when they make a purchase from all categories offered in-store. The new card replaces the retailer's existing single-category, paper-based bonus stamp cards (which can be transferred across to the new card upon sign-up).
For all purchases where the card is presented, customers earn 1 reward point for every NZ$1 they spend in-store, provided that the purchase is for at least NZ$5 in total (approx. US$3).
Rewards and prizes For every 100 points accumulated on the card, the member receives a NZ$5 rewards voucher that can be redeemed for any items in the store. It doesn't matter whether they are buying Books, DVDs, Stationery, Gift Wrap, Greeting Cards or Magazines. The only exclusions are Phone Cards, Lotto tickets & Gift Vouchers.
Members using the Whitcoulls Rewards card can also win instant prizes in-store, receive exclusive offers, and be invited to author events and movie previews. With each transaction, the card is swiped through a counter-top unit and is instantly updated with both the number of points earned and any special offers that are available at the time.
Whitcoulls Rewards members may also opt to receive a regular e-mail newsletter featuring the latest new releases, member offers and promotions, updates on what's happening in-store, and advance notice of Whitcoulls major sales.
Merchant benefits A key element of the GraphiCard loyalty platform is the compact terminal which provides the ability to produce tailored messages, offers, and promotions printed to both the face of the card, as well as on vouchers (via the terminal's thermal printer).
For Whitcoulls, the extra data processing features provided by the Visible Results CRM system were another key to the programme's implementation. According to Whitcoulls' sales and marketing manager, Justin Boyes, "The customer data and profiling we are now able to access will have a significant impact on our buying, marketing and in-store merchandising - it will change the way we do business."