New World Building On Success
Industry Bronze - Retail
Foodstuffs New Zealand
Ben Goodale, Stu Hinds, Drew Ayers, Kelly Elcock, Amy Watson, Marnie Brannigan, Monique Strawbridge, Virginia Bashford, Kath Doubleday
Steve Bayliss, Emily Blumenthal, Eugene Ruane, Gordon McCoy, Lisa Bailey, Ross Martin, Lydia Matthews, Kim Davis
The launch of Clubcard in the South Island was New World’s most important marketing initiative in 2014. After nearly two years of preparation and planning, they were ready to push ‘go’. The launch of a loyalty programme enabled the existing equity in Fly Buys and Airpoints to be leveraged, plus the ability to offer instant discounts and the promise of much more useful and intimate communications.
New World led its partners, Loyalty NZ and Air NZ, to ensure it had their support with databases, technical co-ordination, and marketing co-operation. This enabled the delivery of an effective launch strategy for easy customer adoption.
However loyalty isn’t measured just in initial engagement, but in sustained participation. New World’s focus since launch has been on driving increased engagement in the Clubcard programme and capturing email addresses to keep customers stimulated, engaged and purchasing.
This has resulted in stellar ongoing results. Scans of Clubcard at point of purchase are now over 80% of all sales, the ‘rewards me’ metric is up over 50% from pre-launch, the email database is over 300% larger than post-launch, and a further 95,000 Clubcard members have been added since launch. This proves the ‘more rewarding’ promise of New World Clubcard is being delivered on.