Somerfield launches loyalty card
Saver Card tailored to buying patterns
February 27 2004
Somerfield has Saver Card launched Saver Card, a new loyalty programme.
Customers of the UK supermarket chain can benefit from an instant discount on their shopping using the card, as well as targeted savings too.
The technology behind Saver Card, which has been in development for three years, allows Somerfield to tailor special offers and discounts against individual shopping habits. For example, a customer who builds up a shopper history of regularly buying fresh meat can be given a discount tailored for that category in turn increasing an offer’s relevancy and therefore uptake.
Ian Fay, Somerfield Saver Card controller, said: “Saver Card is truly ground-breaking and the first scheme in the UK that gives customers instant savings on their shopping bill along with exclusive deals and extra offers tailored to what they already buy.
“By being so strongly customer-focused, we can create coupons that are relevant to our shoppers and so truly reward our loyal shoppers.”
Customers fill in a form at their local store to receive a card and two key fobs, each with a unique barcode. Shoppers can use whichever version they prefer, as well as provide other members of the family with a card.
