Shoppers at the Holborn Department Store had for many years been able to join the Loyalty Card programme, which allowed them to collect valuable points towards incentives.

The Store had introduced the scheme to create customer loyalty but now found it wasn't working.

Management wanted to scrap the scheme. However, the Marketing Director claimed they had introduced the scheme for the wrong reason and had not used it to its advantage.

She wanted it to continue so they could collect information about customers? buying habits and deepen the relationship they had with them.

The Loyalty Card scheme was retained. The store now collects information about customer purchases and uses this to improve customer service.

Vouchers for specific products they know an individual customer wants are posted. "Double Points" vouchers, on products the Store knows a customer buys regularly, have been introduced to entice the customer to come back to Holborn Department Store for all their regular shopping.

• Customer Retention has dramatically improved
• Loyalty Card customers buy more products than before
• The voucher programme is used to clear old stock and introduce new lines
• Lapsed customers are coaxed back using special discounts or extra points vouchers

High-quality printed vouchers reflect the quality image of the Store. Vouchers are addressed to individual customers and are for relevant products to maximise response.

Graphics are relevant to the products and a
personal message to each customer is printed on their set of vouchers.

Clear course details and discounts chosen specifically for customer.

*These case studies are only for illustrative purposes.