Loyalty card gets an upgrade

10 Oct 2007

The Clicks ClubCard loyalty program, which has been in operation in South Africa for over a decade, and currently has over 2.2 million active members, is to upgrade its benefits to its members and suppliers.

"With the huge influx of loyalty programs in the market coupled with customer polygamy, best client service is all about relevancy. Clicks have identified that shopper insight driven strategies, based on customer segmentation, are best delivered through collaboration with suppliers," said Shirley Dare, Clicks ClubCard and Financial Services manager.

Hence, the group has joined forces with 5one, a UK-based specialist consultancy with expertise in customer analysis, to launch a new marketing solution, the Clicks ClubCard Marketing Service (CCMS).

CCMS is a targeted marketing and data planning hub which provides insights into shopper types and behaviour based on historic and current customer and transaction data from the 2.2 million strong card's loyalty program. It also offers a managed solution for optimal targeting of multi-offer coupon mailings and direct communications to the different consumer groups, thus ensuring that each communication is relevant to the recipient.

This service, which launched officially to the industry in September, has gone a step further with additional value adds to the card's service portfolio aimed at providing targeted offers to different shoppers.

"By combining communications planning and data analysis resources, our marketing services can deliver data driven shopper insights to suppliers to maximise their returns on investment," says Dare.

See http://www.clicks.co.za/ for more information.