Page 131 - Visual Marketing
P. 131
Why It Works Success Metrics
Loyalty programs can work, • Overall, store sales increased
but in this day and age, shop- 6.5 percent in one year.
pers are reluctant to add yet
another loyalty card to their • The FOODe Flash Card pro-
keychains or wallets. Newport gram had 9,468 cardholders,
Avenue Market’s digital loyalty with an average of 861 sign-ups
cards have a unique feature: the per month.
FOODe Flash Card uses RFID
(radio-frequency identification) • Approximately 68 percent of
and bar codes to make it easy to Newport Avenue Market shop-
get instant rewards in the store. pers are FOODe Flash Card
holders.
By tying in e-mail marketing, the
customer is constantly presented Takeaway Tip
with relevant specials (including
Super Secret Sales), and results With market penetration in the loyalty
show that they are more likely rewards area reaching all-time highs, you
to take advantage of these than have to provide extra benefits to your cus-
are non-loyalty-based custom- tomers and entice them to participate. A
ers. In fact, an average of 50 to program that uses the latest technology to
70 percent of total purchases provide special benefits and clever branding
at these sales has come from that makes customers feel “hip” for using it
FOODe Flash Card holders. increases brand loyalty exponentially.
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