The Primera savings programme
For many years, Primera customers engaged in a savings program that involved collecting stamps. For every 5 euros spent, they received a savings stamp. Once a booklet was filled, it could be exchanged for a free 1/5 State lottery ticket. While this program was highly successful, it did not provide Primera with any insight into their customers’ preferences or behaviour.
Enhancing Customer Relationships
A few years ago, Primera recognized a need to enhance customer relations. The goal was to encourage customers to visit Primera shops more frequently and to incentivize them to explore and purchase other products within the store. Additionally, there was a desire to transition from the traditional savings stamps to a more modern savings card system.
Why Choose Cards Unlimited?
When seeking partners for our new initiative, several contenders were invited for interviews. Mirjam Boelhouwer, Marketer at Primera, explains why the decision ultimately favored m-wise and Cards Unlimited. “Each of our shops processes an average of two thousand transactions per week. m-wise was the only candidate that could effectively link, analyze, and convert the vast data from these transactions into actionable campaigns. Cards Unlimited, already a key supplier of many gift cards in our assortment, offered an attractive price-quality ratio that proved decisive.”
From Savings Booklet to Savings Card
In February 2013, our new loyalty program, ‘Grab your card’, was piloted in seven different shops before being rolled out to additional locations. By June 2013, the launch of the new loyalty program was complete. “Currently, we have over 340,000 Primera pass holders,” Boelhouwer reveals. “This number far exceeded our expectations, as we were initially anticipating around 150,000 passholders. m-wise had predicted a much higher number from the outset—and they were right!”
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