Postcards from Perkistan

Frequent flyer and credit card programs have been doing points + pay for a while, and it generally doesn’t represent any kind of difference in the value of the points you are redeeming. The option appears to be there to speed up your redemption.

This week CiNE BUZZ have launched a limited time points + pay option that not only allows you to redeem for rewards faster, but it also increases the value of your points significantly. Without promotions a CiNE BUZZ member receives 10 points for each movie they see. Redeem 100 points for a free adult ticket to a standard screening. Equating to a 10% discount it’s ok and the simplicity of the program is always a plus. The new deal allows members a points + pay option that requires 30 points and $8 for a standard adult screening.

Initially I thought it was just another gimmick based on my previous encounters with frequent flyer points + pay options. However, a little maths reveals that not only does the CiNE BUZZ offer allow you to redeem your points faster, it also increases the value of the points redeemed:

Redemption of CiNE BUZZ points

So, what do you think: More of it or A waste of time? Let me know in the comments below.

Cheers,
Graham

Continuing on with our data drive we’ve added the ability to browse over 300 of Australia’s premier shopping destinations with the click of a button.

Simply head on over to Perkler, enter your destination suburb and browse away. Can’t find your local mall? Get in touch through @perkler, on facebook, or by the web

The Figures:
12,109 unique perks currently available from 11,865 outlets for 832 of Australia’s leading retailers across 335 shopping malls. Nice!

Cheers,
Graham

This week at Perkler HQ we’ve been bizayyy! The number of retailers offering a loyalty program in Australia keeps on growing and there are a few new beauties out there. Over the past week we’ve added over 40 new loyalty programs to Perkler including leading brands such as ROXY, IKEA, Subway, Autobarn and more.

To find out the great new perks that are available simply head over to Perkler and browse for yourself. Still can’t find the program you love? Get in touch through @perkler or facebook.com/perkler and we’ll do the rest!

Cheers,
Graham

FlyBuys continue to have the momentum in the ongoing loyalty program battle with Woolworths Everyday Rewards. Today they have launched exclusive, targeted offers that require activation, one of the few features the Everyday Rewards program had that FlyBuys did not.

What do you think: Is there really any reason to choose either loyalty program over the other?

Cheers,
Graham

FlyBuys have launched targeted offers that require activation

1st Choice Liquor Superstore has come on board with Flybuys at the start of August. The core component of the hookup is an ongoing earn option where every $5 spent in-store will earn 2 FlyBuys points. Given other options in the FlyBuys earning stable, this is about average.

With over a week already gone since the launch of the partnership it seems clear that 1st Choice will be using the program to consumers’ liking… by having regular bonus point offers! On launch there was approximately 5 offers on the go, but after the excitement died down there appears to be an ongoing weekly bonus point offer structure.

Current offers are a bonus 900 FlyBuys points for purchasing a carton of George Wyndham Red wines and a bonus 150 FlyBuys points for purchasing a single bottle of the same range.

A little while back we did a quick survey on our Facebook page asking members about their relationship with FlyBuys and Everyday Rewards. 86% had FlyBuys and 50% had Everyday Rewards, there was a group of 36% that had both cards. I imagine the activity within the FlyBuys membership group will increase given the new hookup, and surely it is only a matter of time until Woolworths organise an Everyday Rewards hookup with Dan Murphy’s.

Browse all the deals available to you with Perkler for iPhone

Cheers,
Graham

Wallace Bishop have released a fantastic for the month of August, without requiring any purchase from a Gold Card member at any stage of the process.

Until August 31 Wallace Bishop Gold Card members are able to get up to 7 pieces of jewellery inspected and cleaned, saving up to $52.50 by simply printing a voucher and displaying in store with the Gold Card.

Why am I saying a jewellery clean will generate loyal customers? There is absolutely no outlay for a customer at any stage of the process. Current Gold Card Members simply print the voucher and present in-store with their gold card. Non-members can join for free today, print the voucher, and go in store to get their jewellery cleaned. There is no requirement to make a purchase while in-store or in conjunction with the offer.

As well as no financial outlay the perk is available for a the whole month of August.

It’s perks like these that will engender loyalty among a retailer’s existing customer-base, and generate new members. Nice work Wallace Bishop. What do you think of the perk and it’s free-ness? Let me know in the comments below.

join wallace bishop | follow @perkler | find us on facebook

Cheers,
Graham

Loyalty is an interesting word, and the rise in the number of retailers offering exclusive discounts through twitter, facebook, and foursquare begs the question: are “loyalty program” and “exclusive offers” interchangeable?

A recent survey by compete found that 56% of facebook users that visit retailers do so to keep up to date on sales and promotions.

Another survey, also by compete, found that, coincidentally, 56% of twitter users who follow a brand say they are “more likely” to buy that brand’s products.

If the outcome of a user following a brand has an effect that is equivalent to the desire and aim of a loyalty program then is there really a need to have a “loyalty program” or is the requirement to simply offer “exclusive offers”?

The result should be a hybrid of the two. The idea of a loyalty program is great, but as I’ve said before, a great idea needs a great implementation. The great implementation doesn’t need to be complex and grandiose, it needs to be simple, flexible, and valuable to both consumer and business.

Exclusive offers are the simplest, easiest, and most flexible form of reward presenting a simple 3-step process for consumers to follow. On their own they won’t drive a customer to make repeat visits, but the service and product they receive will.

I’d call exclusive offers to followers a loyalty program… How about you?

Cheers,
Graham

The new Auto Rewards feature in Qantas Frequent Flyer is a great idea and one that I’ve personally been looking forward to. Great ideas require a great implementation to be successful and the current implementation of Auto Rewards leaves a bit to be desired.

The $5 Gift Card
I’ve used gift cards a number of times before and the process of using multiple payment types for the one transaction is time consuming at best. With such a small value the $5 gift card will undoubtedly be used as a supplement to another payment. As well as potentially being a pain to redeem, the $5 gift card clarifies that the Frequent Flyer program is not for everybody.

Lack of Customisation
I understand the idea of keeping it simple, but in addition to the core redemption values and time frame users with more specific needs should be able to tailor the reward to their specific circumstances. Woolworths already offer gift cards of any value on their gift card website. The option to be able to modify the dollar value and the frequency of redemption would be a welcome addition.

Woolworths v WISH
Qantas Frequent Flyer is connected to the Everyday Rewards program. Everyday Rewards is integrated with a large part of the Woolworths Group. As such, the gift card that is the reward should be a WISH gift card for use across the Woolworths Group opposed to a Woolworths Supermarkets only card.

What do you think of the new Qantas Auto Rewards? How would you improve it if you had the chance?

Cheers,
Graham

As Australia’s retail sector is struggling retailers have started to really push their store-branded credit card offerings. In two different stores on Saturday I got informed about their loyalty credit cards, both times the sales person was a little tricky on bringing up the subject.

David Jones
I was looking for a pair of jeans and the sales assistant came over. I asked for some help and before he gave me any he said “First, how would you like a free $100?” to which I thought “$100? Ok.” He began explaining all the benefits of the David Jones American Express card. Tricky, and perhaps it works, but it was a bit annoying that before he would help me with my current purchase he tried to sell me something that I wasn’t interested in.

Woolworths
I was buying some vegies when a lady came over with a clip board. She asked if she could ask me a few quick questions, to which I replied “Sure”. She asked whether I would prefer frequent flyer points or gift cards, how much I spent on groceries each week, and a couple of other questions. I thought maybe she was going to tell me that there was now a way to auto-redeem your Qantas Frequent Flyer points that are earned through Everyday Rewards, but no. She snuck in a sentence about the Everyday Money credit card. I had to ask her to repeat it because of how fast she spoke, and then informed her that no I didn’t need another credit card.

David Jones and Woolworths are leading the way in what will become a competitive credit card market before long. Have you got a store-branded credit card?

Cheers,
Graham

I received an exclusive offer from Woolworths Everyday Rewards this week. Initially I thought “Great!” and then I realised that I had to activate the offer to be eligible, which got me thinking “Why?”.

The deal is straight forward enough, and the structure of the email was clear. I know what the deal is (Double points). I know how to receive the offer (Spend over $30). I know when I can expect to see the reward (within 7 days of 19 June). And I know when I need to participate (before 19th June).

Example Exclusive Offer from Everyday Rewards

The benefits to Woolworths are immediately obvious. They want to drive engagement with their members to keep them active and track the performance of each offer. With activation in place they will be able to better target members with future offers, increasing redemption rates and sales.

The benefit for the member is also immediately obvious. In my case, double points until Sunday!

Activation isn’t always a good thing. To receive benefits from a loyalty program the process should be as simple as possible. This means a member shouldn’t have to do anything except shop. The element of surprise when a member receives an offer that they didn’t otherwise know about will help drive the customer back in the future, simply by the memory of having a prior good experience.

On the other hand, the experience a member has when they log in to their email after doing their shop and realising they could have taken advantage of a great offer is not a very good one at all. Which has happened to me in the past

I think the activation process is in a reasonable place at the moment. A simple click and my offer is activated. Woolworths now know that they can send me an offer like this again and to expect a response. What do you think of having to activate an offer to be eligible? Is there a better way that benefits both Woolworths and Everyday Rewards members?

Cheers,
Graham