Page 211 - Visual Marketing
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Why It Works they become in the club. The services such as personal
coupon packet increases mem- training and massages while
The MAC Rewards Program bership loyalty and reduces increasing membership reten-
provides a packet of coupons cancellations. tion rates.
delivered in a handsome card-
board carrying case designed Success Metrics
by Brian Conway. These are
not your mother’s supermarket • Record numbers of new mem-
coupons. They look more like berships were sold while the
award certificates, complete promotion ran, and overall
with ornate border designs membership revenues have
in an upscale carrying case increased by $100,000 for the
that brings a certain level of two years the program has been
caché. The case encourages running.
you to hang onto the coupons
and use them over a period • The program increases par-
of months, instead of tossing ticipation in ancillary club
them aside. Jay Herson, MAC’s
marketing director, says the Takeaway Tip
investment in design has paid
off by highlighting the value of Discounts don’t need to look cheap.
the offers. These are high-end Package your coupons in an upscale
offers, not cheap discounts or manner to look like truly special offers.
leftovers. The research shows This increases the importance and per-
that the more members par- ceived value of your offer. It builds loyalty
ticipate, the more invested and demand for upsales and cross-sales.
POWER TO THE PRINT ITEM! 190
