There is no doubt that our magazine club card offering has been vital in helping drive magazine sales growth for us over the last year, especially over the last quarter since our magazine relay. It is a point of difference for us not only in our shopping centre but in our region.
Our magazine club card is the most successful and longest running loyalty program in the newsagency channel. I mention this today in the context of the latest audit results.
We have taken the opportunity to promote the loyalty program to all magazine customers, gladly handing out cards with every purchase and giving away free magazines to customers who quality immediately … and there are who sho do thanks to magazines being purchased as Christmas gifts.
I launched our channel’s first magazine loyalty program in early 2004 and have run with it ever since. It is now the most widely used loyalty program in the newsagency channel and has been copied by plenty (which I am happy with). Done well and consistently, a magazine based loyalty program can drive incremental magazine sales. That’s what it is doing for us.
Mark, can you clarify your magazine club deal? Since you don’t mind others copying, I’d like to give it a crack in my newsagency. My understanding of NewXpress Magazine Club offer is that buyer gets 12th magazine under $10 free if one purchases 11 magazines over the previous 2 months. Do you get any support from Gotch or Networks or is it entirely self funded programme?
CW, While I started it prior to joining newsXpress, newsXpress has finessed the offer to a point where it involves some exclusive IP. This means I can’t go into what really makes this a market-leading and profitable campaign for newsXpress members.
In terms of the deal itself, buy 11 magazines over 8 weeks and get your 12th magazine for free up to the value of $10. Promote it over the counter – i.e. the success will depend 100% on your and your team.
If you’re outside newsXpress you will need to entirely fund the campaign yourself.