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Farmers Club – Unleashing Loyalty

Awards: Industry - Retail Silver, Channel - Best Loyalty Programme Silver

Entrant: justONE

Nominee: Farmers Trading Company

Entrant Credits: Ben Goodale, Amy Morrison and Abbi Hopkinson

Nominee Credits: Grant Febery, Deb Summers and Jess Hall

Additional Credits: Drew Ayers, Stu Hinds and Dean Cook

Entry Rationale:

On the face of it, the first 12 months for Farmers Club have been a massive success – 1.2 million members, average sale value almost double that of non-members, record-breaking sales events etc.

But for the  largest department store in NZ, launching the all-store loyalty programme was a leap into the unknown and customers’ appetite for the programme has forced the business to re-think its traditional tried-and-true marketing strategy.

Core to the success has been the pragmatic approach with which Farmers tackled the first year of the programme’s existence. The focus on consistent and stable sign-up rates, awareness of the valuable ex-Beauty Club members and ensuring they still feel the love, developing strong sales-driving properties and identifying cost-effective communication channels have delivered a solid foundation on which to build in the coming years.

12 months is not a long time to bed in a loyalty programme but within that period the achievement has been:

  • 1 million members 9 months after launch
  • Marketing properties that drive sales ROI of up to $21:$1
  • Over 850,000 unique members shopping in the last 3 months
  • Over 85% of total sales being made to Farmers Club members

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