We are introducing a loyalty cards for people who work near our Sophie Randall card and gift stores. A holder of the Sophie’s Neighbour Discount Card will receive a discount off each purchase and have access to other neighbour only offers and promotions. We have business processes (including in our POS software) behind the offer to track the business benefit. This is important because if it works we will trial it in the newsagency space.
The neighbour card is different to a VIP card or volume based loyalty card. It is innovative. The card unashamedly seeks to recognise and appreciate our neighbours. Our research suggests that this is important in several of our locations – Melbourne CBD especially.
The traditional VIP club offer has had its day in my view since so many stores play in this space. Shoppers I talk with are cynical about the real value of many loyalty cards. We figured that by focusing on a specific group with a common location connection we can break free from a me-too loyalty program offer.