Business News

Angus & Robertson Writes New Story With Launch of Rewards Program

Wednesday 07. May 2008 - Australia's largest bookseller, Angus & Robertson, has built its new customer loyalty program using the unique Graphicard(TM) from loyalty marketing company, Visible Results.

ngus & Robertson Rewards launched across the store network on 28 April.

“Our stores have really got behind Rewards and our staff have been very excited by the launch,” says Dave Fenlon, Angus & Robertson Chief Operating Officer.

Angus & Robertson Rewards members will earn one point for every dollar they spend in-store. Whenever members reach 100 points, members are automatically rewarded with a $5 gift voucher. The program also gives customers the chance to win a range of instant prizes and to be entered into major prize draws.

Using a proprietary thermal imaging technology, Visible Results can change messages and images on the Graphicard’s rewritable face each time the card is used. The card also features points needed for the next reward, as well as the promotion of new releases and special offers.

“We want to share in the immediate excitement of seeing instant rewards go off in stores when customers have their Rewards card updated after a purchase. We want the surprise and delight customers get from winning to generate a buzz on the floor,” Fenlon says.

“The information gathered on spending patterns and buying behaviour through the program will allow us to understand the needs and desires of our customers, and provide them with information that we know that will interest them in a personalised manner.

“With the detailed customer and product data that the program will generate we can make better use of our marketing spend and make better business decisions,” he says.

The changing messages on the unique card face, reward vouchers, as well as the email campaigns that maintain the brand relationship outside of the retail environment, all ensure Angus & Robertson’s loyalty program stands out in the competitive bookseller space.