Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Simple name change makes newsagency shopper loyalty offer more relevant

Mark Fletcher
February 17th, 2014 · 3 Comments

bonusbucksA simple change can make a good idea better.  Check this out – a newsagent started using the Discount Vouchers facility I have written about here before but theirs BONUS BUCKS.

This is a clever move, one that speaks in more clearly to the customer. The customer can see that they are being given a bonus and that the bonus is bucks … $$$. I reckon that is more meaningful than DISCOUNT VOUCHER.

I’ll try a couple of different names for myself – it’s easy to change on the voucher – and find out what works best with my customers, what they understand more quickly and therefore can engage with more easily.

Seeing the voucher labelled BONUS BUCKS was a reminder of the importance of speaking to our customers in a way they understand, a way that is more likely to guide their engagement. The more we can do this without having to explain what we want them to do the better.

If you think about it, the big retailers we compete with spend considerably explaining their loyalty offer or other promotions. We don;t have the luxury of the big business level of advertising spend. We have to achieve cut through via our actions and processes. hence the importance of what we can something like our discount vouchers.

If you are using discount vouchers or something like it, think about calling it something else. Your software should handle the change easily.

On the use of discount vouchers themselves, we are now a year in and I am prepared to say that in 18 years of owning newsagencies, this is the most financially successful loyalty marketing I have ever seen. Any newsagent can run it.


Category: marketing · marketing tip · newsagency marketing

3 responses so far ↓

  • 1 Carol // Feb 17, 2014 at 1:38 PM

    “Bonus” yes but “bucks ” no .Sounds good but I would never use the term “Bucks”. Older people including me hate the term. Not Australian


  • 2 Jack // Feb 17, 2014 at 1:59 PM

    Dollar dividends doesn’t quite have the same ring to it.


  • 3 David @ Angle Vale Newsagency // Feb 17, 2014 at 8:00 PM

    Hi Carol.

    I thought we’d got over the “Not Australian” cringe sometime ago.

    I tried it today, set mine to read:

    $$ BONUS BUCKS $$

    First customer to receive one, said in a strong Aussie accent “Bonus bucks. Great!”

    Not sure if I fit in to the older people category yet, as I am a mere 61, and customer was a few years older than me.

    Try it, you just might like it.


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