The CHOISE Retail Management Solution provides an efficient, manageable and cost effective Loyalty solution, which a number of our retail clients use. This solution can be configured in various ways to satisfy the retailers’ specific requirements. All these various configurations however rely upon the CRM database being populated with each customer’s details. For example this may include Name, Address, Telephone Number, E-Mail, Date of Birth, etc. Once a customers’ details are recorded, the system can be configured to recognise the customer at the Point of Sale (Till) and then activate the necessary function(s) based upon the specific scheme the retailer is running.
Once a retailer has built up their database of Loyalty scheme members and issued them with cards these members could be invited to specific events or to purchase exclusive products. For example we have one retailer using CHOISE Loyalty who issued all members spending over a certain amount in a transaction with a Scratchcard. Another retailer has organised a ‘Party in the Park’ and is giving members a 10% discount on tickets.
Additionally, once the database is built up, customers can be contacted directly with specific marketing literature, e-mails, etc.
Customer Accounts
Customer Accounts functionality allows the customer to purchase goods from a store but charge the amount to their account. The system can be configured to allow customers to run up a ‘tab’ and receive a statement at the end of the month if necessary and a credit limit can be set so they can only receive a certain amount of credit.
Christmas Club
This is the same as Customer Accounts except the customer pays into their account to build up a balance which they can then spend when required. This may replace Christmas Saving Stamps for example. This functionality can also be integrated with other areas of the CHOISE system so that items can be reserved and then collected when the Customers’ Account is sufficient to pay for the reserved item.
Loyalty
The Loyalty functionality primarily allows customers to gain ‘loyalty points’ on their shopping. The points awarded can be at product level or, more usually, transaction level, i.e. 1 point for each £1 spent. Certain Departments, Sections and Sub-Sections can be omitted, for example Cigarettes & Tobacco, etc. The till receipt can be set up to show the number of points earned in the transaction and also display the total number of points accrued.
The Loyalty functionality allows the retailer to set a value for the number of points, for example 1,000 points will earn you £1 off your shopping. The points can be redeemed instantly at the till or, alternatively, can be converted into vouchers which are posted out directly to each customer on either a 3-monthly, half yearly or annual basis, or when a customer reaches a certain points value.
Discount Schemes
As well as running any of the schemes detailed above, the loyalty card could also be used to apply specific discounts for certain customer groups. In its simplest form the card can be used to identify staff members who can them benefit from staff discount. Additionally, customers may be eligible for other discount schemes the retailer may wish to introduce, for example a Pensioner discount. These schemes can also be set up to run at specific times, i.e. Pensioner discount is on Tuesday’s between 10am and 4pm.
Promotional Discounts
CHOISE Loyalty also allows for customers to be able to benefit from ‘Member Only Promotions’. This may be where a member can purchase a Multisave promotion which non Loyalty scheme members cannot receive
100 Club
One of our retail clients using CHOISE Loyalty has identified the customers who have spent most money with them over a specific period and written to them as ‘privileged members’ inviting them to become ‘100 Club’ members. These members could benefit from additional promotions for example, but the idea is that these customers are led to believe they are ‘extra special’ and this encourages loyalty from them.
Charity Cards
CHOISE Loyalty allows multiple cards to be issued for a specific account. Therefore not only can a husband and wife have a card each but collect points together, it also allows, for example, a local football team to issue cards to all their players so the club benefit from the scheme as opposed to the individual members. These charity accounts can be configured so that instead of money off vouchers being issued for example the charity receives a cheque for that amount instead.
