Somerfield profits from new approach to loyalty
Three million users signed up to Saver Card
Somerfield ‘s innovative Saver Card customer loyalty programme has attracted 3m cardholders in its first year.
The Saver Card scheme runs throughout 700 stores in the UK and combines instant rewards with targeted vouchers printed at the checkout.
Three million shoppers have already signed up for the card, and more than 60 per cent of sales are already linked to the card with cardholders spending three times more than non-card holders.
Unlike traditional loyalty card schemes, the Saver Card programme offers immediate rewards and incentives for customers, rather than a points-based system. Around 1m customers are targeted every week with offers tailored to their behaviour in store, with respondents showing a 13.5 per cent improvement in retention.
Saver Card was developed and implemented with Catalina Marketing, global experts in transforming retail data into valuable insight and behaviour changing promotions. Internationally, the company monitors 250 million transactions each week from 200 retailers. It also holds the world’s sixth largest customer data warehouse.
Ian Fay, direct marketing controller at Somerfield, praised the success of the programme: “The Saver Card scheme has enabled Somerfield to strengthen its relationship with customers by giving them more opportunities to purchase products which are relevant to them as individuals. That has been the core focus of the programme and has delivered a high return on investment for Somerfield.”
Sheridan Thompson, client service director at Catalina Marketing, said: “The first year of the Somerfield Saver Card has been a tremendous success. With nearly 20m different offer combinations generated every month, we ensure that Somerfield customers receive relevant offers that reflect what they buy and how they shop. This is driven by in-depth insight and sophisticated targeting to provide a fully functional customer communications programme.”
