PAK’nSAVE wanted to make being more loyal to the supermarket easy, so launched “Sticky Club”, a best in class CRM experience.
This was a loyalty programme for a brand that many thought it was impossible to offer one through. How could a brand famous for everyday low price, no frills, every expense spared, launch a loyalty programme, and maintain a level of generosity that both motivates customers but doesn’t undermine that no frills ethos?
This had to be a very different sort of loyalty programme.
To get it right, PAK’nSAVE undertook focus group research with customers and non-customers to understand their feelings about the brand, and reaction to different loyalty propositions. From there, they determined their strategy.
The objectives of the loyalty programme were to capture rich customer data to better understand and influence behaviour, identify and retain their best customers, create a revenue stream from suppliers and drive customer value for PAK’nSAVE.
The programme had to be simple, rewarding, allow everyone to take part and benefit, and had to offer an additional way to save. It included a simple tag swipe at point of sale, the ability to earn fuel savings for every $20 spent with savings accumulating over the course of a calendar month, and additional fuel savings on specially marked products in store.
The programme was launched in the South Island only to allow PAK’nSAVE to be faster to market.
So how did it go? PAK’nSAVE smashed their first three-month target in weeks and after 12 months, Sticky Club became a huge success and a great platform for growth.