"dmbgroup provide a comprehensive loyalty scheme service including scheme software, reporting customer services query management and marketing campaign design and implementation. They take a proactive approach and have worked with us to make the scheme a success, including the launch of the scheme in our Palmers stores.
Voucher redemption rates have increased significantly and the ability to send out marketing communications quickly to targeted segments provides real competitive advantage."
Paul Masterson - Marketing Manager
Beales Department Stores
THE CASE STUDY
Beales Department Stores are a much loved High Street name with a history dating back to 1881. Their 21 UK stores, which trade as Beales and Palmers, stock some of the biggest and best known fashion, cosmetics and homeware brands, with ranges that are designed to suit the towns they trade in.
The Beales Love Rewards scheme is designed to recognise their loyal customer base by issuing bi-annual vouchers, the value of which is determined by spend and activity. Scheme members are also eligible to receive special offers, news and event notifications. With a total membership measured in the hundreds of thousands, the scheme is an integral component of the company’s marketing strategy.
Beales needed to work with a partner who could help to maximise the value of the scheme, helping to design and implement initiatives that would prove to be compelling to customers. Objectives included the delivery of incremental sales and growth of scheme participation. They also needed the reassurance that the basics were being attended to accurately in terms of points allocations, voucher distribution, management reporting, database management and customer services management.
Beales were keen to simplify processes and communications by working with one organisation who could offer a comprehensive loyalty scheme management service. It was particularly important in the fast moving retail environment that multi-channel campaigns could be designed and implemented quickly and that accurate analysis was readily available to guide future steps.
Beales wanted to also manage their staff discount card scheme via the same platform in order to reduce running costs and to simplify operations.
Review of reporting requirements would enable management to have the information they needed to make decisions and to keep track of scheme development at their fingertips.
Testing different approaches for the bi-annual voucher issuance, including incentives and behaviourally driven chase communications would ensure the greatest return on investment.
It would be important to have the ability to create counts and data selections quickly in order to react to changing marketing conditions, the ability to select the most appropriate recipients for key messages would increase success and reduce wastage.
Beales have a loyal customer base and the ability to react quickly and effectively to customer services enquiries would ensure that important customers knew they were valued.
A review of data flow and reporting upon file processing would ensure the right points were awarded to the right accounts at all times with the least impact upon operations.
Build Love Rewards website that is accessible to customers, stores and administrators via secure login. Members can view points balances and manage their personal details/preferences. Store personnel can assist with customer service enquiries and administrators have the ability to view management reports and make account adjustments.
Existing scheme data was comprehensively cleansed prior to loading into the new database, new application data captured from application forms is then added on a weekly basis and online applications are added in real time.
Store and online transactions are processed each evening, bonus points from incentives are applied in line with agreed rules. New points are appended to customers' accounts where they can be viewed by the account holder.
Produce bi-annual vouchers to over 75,000 qualifying members. Report on any voucher misuse and provide comprehensive reports on the campaign. We have implemented structured tests to improve response rates with goneaway reactivation procedures to maximise voucher distribution.
Design and implementation of multi-channel marketing campaigns. In addition to sending all Beales and Palmers email campaigns to scheme members and newsletter sign-ups, we have also implemented successful SMS and postal campaigns through from design and productions to results analysis. Personalisation and segmentation are a key element of the contact strategy.
In addition we have helped Beales to understand who their customers are and what they are interested in buying, and we regularly meet to discuss ideas about how the scheme can be developed to achieve greater value for its members and for the company. We have also built a tablet based app so that all departments can allocate points to scheme members.