Menarys, the Northern Ireland department store group, recently installed Futura's integrated loyalty module, Futura4Loyalty, to support a new reward card scheme across its store network. Menarys will be using mobile, email and social media to text, email and post offers and build awareness of the scheme.
Branded 'Reward Me', the scheme provides customers with a flexible points based scheme which enables Menarys to collect and analyse customer data to see exactly what customers are buying and to create promotions and offers more precisely targeted to specific age ranges and regions. Menarys are also benefiting from a knowledge transfer project with Ulster University to develop accurate customer profiles, which are key to success.
Jacqueline Beattie of Menarys said: "It's very important for us to reward our customers. We will now personalise offers and special promotions and send invitations to fashion evenings, advance notice of sale previews in exchange for contact details. We believe that it is important to build a knowledge base and Futura4Loylaty provides an easy and affordable option. By making our offers more relevant, there will be a greater take up, more customer satisfaction and so we confidently expect a quick ROI."
An integrated system, Futura4Loyalty, required no extra procedures or equipment at the till, it was easy to install and quick for staff to capture customer transactional information and contact details. To guarantee fast uptake of the scheme, there was an inter-branch competition at launch, resulting in many stores signing up over 200 customers on the first day with 5000 (in the first week) and 12,000 in 13 days.
Dolores Murtagh, Business Support Manager, added: "Because Futura is so familiar to our staff, they were very happy to push Reward Me as it's no extra trouble for them to take details at the till. If there is a queue at the till, the customer can instead take the card away and activate it by email or online for future purchases. We're really delighted with this excellent take up and can't wait to see the results of our first double points promotion."
Menarys customers use a personalised loyalty card to collect points - 1 for every 1/1 spent and the system automatically applies standard or promotional points for each transaction. When 100 points are reached, they are converted to a voucher worth 5/5 and sent out quarterly, with written details of promotions, to each customer. The vouchers are redeemable at any of its 20 stores in Northern Ireland and Eire and the first double point promotion went live on 3rd June.
Dolores added: "In future we intend to use Futura Analyser, to provide even more detailed understanding of customer buying patterns, to enhance customer profiles and so decide upon future promotions and incentives which will best reward our customers."