Creating customer loyalty in retail
All retailers are faced with the difficult task of driving sales in specific periods for certain categories, regardless of what they’re selling. One way to do this that works particularly well is to implement short term loyalty programmers. Such programmes incentivise sales and get customers through a retailer’s doors.
An example of such a programme would be to say to customers that they will receive a free gift if they spend a certain amount of money over a given period of time in a particular category. Each time they spend money, they collect a stamp; once they’ve collected the required number of stamps, they can redeem a prize. This is the type of work that Dutch-based service provider, Brand Loyalty, is an expert.
According to Brand Loyalty’s extensive experience and research, this type of short-term loyalty programme applies to all LSM groups and any store format. It works because it provides consumers with an immediate call to action and guarantees every consumer who meets the criteria, a reward. It also increases basket value because consumers will end up spending more to claim their prize, which is related to the promotion, but is not a product that the retailer sells.
While the concept of short term loyalty programmes may be new to South African retailers, such offerings can be hugely successful in driving sales because little is more enticing to a consumer, the world over, than the opportunity to receive a free gift.
Wendy Smith
P.S. Look out for this editorial on our editor’s blog.
Please feel free to make comments or raise new issues by
|
|
|
What's happening at fastmoving.co.za?
new products · brand activity · liqour · jobs · events
|
Update your brand catalogue
We’re busy updating catalogues for all our listed brands. If your brand has a catalogue on fastmoving.co.za and you want to find out more about updating it, please email our editor ).
Do you blog?
We’ve recently launched blogs on our portal and we’re inviting anybody interested to blog about their area of expertise in the retail and FMCG industry. We already have blogs from the likes of Jason Kempen of Fountainhead design and Melody Maker of Acceleration. If you would like to join them and blog on fastmoving, please contact us to .
Jobs in FMCG and retail
Are you looking to advertise a job in retail or a position in an FMCG company? If you’re currently a client of fastmoving (i.e. your service page or brand catalogue is currently listed on our portal), we have the facility to list retail and FMCG job ads. If you’re not currently a client, but are interested in listing a job, please contact us .
|
|
|
|
|
 |
|
|
|
|
|
|
New Products
|
Country Fresh shares even more happiness
Nestlé’s Country Fresh Ice-Cream is now available in a limited edition extra 500 ml free in every two-litre Country Fresh Vanilla ice-cream purchased. Just in time for summer!
|
|
New apple malt drink entices SA women
“Refreshing”, “classy” and “delicious” describe Soraya, the new apple-flavoured malt drink with a zesty tang, from Soda King. With its curvaceous and elegant bottle design, this gently sparkling drink was crafted with trendy, independent South African women in mind.
|
|
"King of Malt Drinks" aims to conquer SA male market
It’s new, it’s strong, and it’s proud. King Malta, Soda King’s new premium, non-alcoholic malt drink, crafted for the independent and ambitious South African man who owns his destiny, has just launched in both Cape Town and Gauteng.
|
|
|
|
|
|
|
|
|
|
|
|
Brand Activity
|
Local stars have a fan-TASTIC time at the Good Food and Wine Show
Tastic invited a range of South African celebrities to participate in interactive cooking demonstrations at the Johannesburg leg of the 2011 Good Food and Wine Show, where they assisted in demonstrating the versatility of the Perfect, Every time brand of rice, Tastic.
|
|
|
|
|
|
Featured Brands
|
 |
Pacmar
Our personnel have collectively spent many years in both the fruit and flavour industries and are therefore able to offer support in a wide range of areas within the food industry. Our modus operandi revolves around our technical experience.
|
 |
aQuelle
Tucked away in the heart of Kwa-Zulu Natal and buried beneath Table Mountain sandstone, flows aQuellé’s exceptionally pure and precious spring water. The water is drawn from an underground spring, undisturbed and unpolluted. It’s nature’s gift.
|
|
|
Liquor News
|
Beguiling Pongrácz Rosé magnum – the perfect festive season accessory
Add an air of nobility to the festive season with Pongrácz Rosé, available in an eminently sophisticated 1,5 litre magnum complete with an exquisitely designed gift tin.
|
|
Nederburg presents its newest offering : The Burgermaster Pairing
Now here is another reason to get family and friends together for a visit to Nederburg in Paarl, judged the 2011 Winery of the Year by Platter’s South African Wine Guide. The fun and delicious Burgermaster Pairing teams up a selection of mouth-watering mini-burgers each paired with a current vintage wine from the popular and award-winning Winemaster’s Reserve range.
|
|
Douglas Green Chardonnay goes home with a Diamond
The Winemakers’ Choice Awards is the only Competition that is judged exclusively by winemakers and claims to be ‘a true reflection of wine perfection’. “Douglas Green is not made in isolation, and this recognition shows the great teamwork between our growers and cellars,” says Jaco.
|
|
Records tumble at best ever Nedbank Cape Winemakers Guild Auction
ecords tumbled at the 27th Nedbank Cape Winemakers Guild auction held in the Stellenbosch winelands over the weekend, with a record turnover of R5,286 700, a new record price for red wine and overseas sales doubling. Despite the record turnover up by R1,4 million over the previous year and some outstanding prices, the 2011 Auction offered excellent value for money and great diversity.
|
|
Welmoed Packaging Sees Contemporary New Look
Welmoed wines launches a refreshed, contemporary look this month, portraying the brand’s historical tradition in a fresh, modern way and making it more visually striking at point of purchase.
|
|
|
|
|
|
Featured Retail Services
|
Fusion Outsourcing
Fusion Outsourcing Services (Pty) Ltd is one of South Africa’s leading customer care providers. In just under a decade, we have built our reputation as a company that partners with businesses to deliver best-in-the-industry customer care services that are cost-competitive and guarantee improvement in key performance areas.
|
 |
One Digital Media
One Digital Media was born out of the idea of combining the power of technology and the knowledge of marketing to deliver a unique medium to engage consumers in-store. This combination has resulted in a powerful digital signage solution that is specifically designed to increase reach, push brand awareness and drive behavioural conversion.
|
 |
|
|
Retail Services News
|
Acquisition by Imperial of 100% of the issued shares of Lehnkering Holding GmbH ("Lehnkering or the Company") and withdrawal of cautionary
Shareholders are hereby advised that Imperial has entered into an agreement, through its wholly owned subsidiary Imperial Mobility Deutschland GmbH & Co KG, in terms of which it will acquire 100% of the issued share capital of Lehnkering, a company incorporated in Germany from Lukas Sweden AB (a subsidiary of Triton) and management (“the vendors”), subject to the fulfilment of the conditions precedent referred to in paragraph 7 below (“the acquisition”).
|
|
Connecting with the public
121 Outsource will soon start a pilot project to gauge the use of communications via social media platforms. The group is better known in the FMCG market and provides Customer Care for a range of well known mega brands in the fast food, poultry, grain, pasta, dairy, canned foods, snack products categories and other brands operating in the South African landscape.
|
|
|
|
|
|
|
|
|
|
Events
|
|
Retail World Africa 2011
When: 3 Oct 2011 – 6 Oct 2011
Venue: The Bay Hotel, Cape Town
|
FACTS practical allergen management workshop
When: 4 Oct 2011 – 5 Oct 2011
Venue: Lagoon Beach Hotel & Conference Centre, Cape Town
|
International speakers lined up to address industry players at Consumer Goods Conference
When: 7 Oct 2011 – 8 Oct 2011
Venue: Sandton Sun Hotel, Johannesburg
|
UCT Unilever launches massive study into ‘top end’ consumers
When: 11 Oct 2011 – 14 Oct 2011
Venue: Various. This event will be held in Durban, Cape Town and Johannesburg.
|
Robertson Wine on the River
When: 14 Oct 2011 – 16 Oct 2011
Venue: Robertson
|
SOCAP SA 2011 Conference
When: 3 Nov 2011 – 4 Nov 2011
|
New dairy experience come to the Cape
When: 4 Nov 2011 – 5 Nov 2011
Venue: Sandringham (next to the N1 between Cape Town and Paarl)
|
Food Safety Conference
When: 21 Nov 2011– 24 Nov 2011
Venue: The Crowne Plaza, Johannesburg
|
Global Sources: China Sourcing Fairs
When: 30 Nov 2011 – 2 Dec 2011
Venue: Gallagher Convention Centre, Midrand, Johannesburg
· Global Sources, Baby & Children's Products China Sourcing Fair
· Global Sources, Hardware & Building Materials China Sourcing Fair
· Global Sources, Garments and Textiles China Sourcing Fair
· Global Sources, Gifts & Premiums China Sourcing Fair
· Global Sources, Home Products China Sourcing Fair
· Global Sources, Solar & Energy Saving Products China Sourcing Fair
· Global Sources, Electronics China Sourcing Sourcing Fair
· Global Sources, Fashion Accessories China Sourcing Fair
|
Networking expo for the logistics and supply chain management industry
When: 22 Mar 2012 – 23 March 2012
Venue: Gallagher Convention Centre, Midrand, Johannesburg
|
Cards & Payments Solutions - even bigger and better for 2012
When: 13 Mar 2011 – 14 Oct 2011
Venue: Earls Court, South Hall, London
|
|
| |
|
|
Featured Client
|
|
|
|
Active Clients
|
|
|
|
