Successful Loyalty Initiatives

Brazin Limited - Australia                            (Multi-brand Specialty Retail)

Brazin Limited launched the Pulse™ program to leverage cross-shopping opportunities across their brand network.

In October 2004, Brazin Limited launched the Pulse Rewards program on the Visible Results Graphicard™ platform now operating across five brands – a program that links more than 500 stores.

In his Annual Report, CEO, Greg Milne said, "We have also launched [sic] what we believe to be Australian retail's most innovative and dynamic customer loyalty program, Pulse™. This unique program designed to link consumers across all of the Brazin brands has met with resounding consumer acceptance."

More than 1 million members enjoy a balance of hard and soft benefits, are provided with achievable thresholds, and are delivered points and enticing rewards in real time.

Caltex – Singapore (Fuel & C-Store)

A fresh approach to loyalty yields exciting new program for Caltex that recognizes valuable customers and provides them instant gratification.

In September 1999, Caltex Singapore – one of the main players in the highly competitive petroleum industry in Singapore – replaced their existing program and launched the Thanks! program.

Caltex wanted to find out more about their valuable customers: how to specifically target them, understand their behavior, and measure their responsiveness to promotions.

Together Caltex, their agency Impiric, and Visible Results designed a program that included instant wins and long term catalog rewards to ensure better customer retention. The introduction of the Thanks! program led to increased consumer spend and increase loyalty amongst the core customers in the program to the Caltex brand.

More than 75 percent of all Caltex transactions are tracked through the read/write Graphicard™ terminals thus allowing for a meaningful and useful suite of statistics that provide a better understanding of customer behavior.

The Body Shop – Indonesia (Health & Beauty)

A Graphicard™ solution enables The Body Shop to enrol new members and instantly issue cards at point of sale, as well as track transactional and behavioral patterns.

The Body Shop reversed declining membership of their existing discount and points-based program – a trend the organization identified was stemming from an inability to either engage the customer or meet their expectations.

Part of the problem with the existing program was the lag between customer enrollment and card fulfilment. With Graphicard™, The Body Shop was able to leverage the twin benefits of the smarter communications that come with on-card and real time point-of-sale voucher messaging, and the instant gratification of enrolling and issuing cards in-store at transaction time. If not more important was the ability of the GraphiCard™ platform to deliver rich transactional and behavioral insights.

The Body Shop was looking for a platform that provided a fun, exciting, and engaging solution – and after a far-reaching exploration of the best interactive loyalty systems available, selected Graphicard™ for it's unsurpassed ability to drive traffic and deliver measurable incremental impact on their business.

Just Jeans – Australia (Specialty Retail)

Just Jeans' goal was to create one of the most rewarding consumer loyalty programs in Australian retail and in the process retain their high-value customers and generate incremental revenue.

Just Jeans, part of the Just Group – a multi-brand specialty fashion retailer, partnered with Visible Results to develop a fun, exciting and rewarding loyalty solution that fit with their youthful brand.

Just Jeans' Just-Shop Graphicard™ program represents an evolution in the sophistication of traditional points-based loyalty programs. Firstly, Just Jeans levy a $5 application fee upon enrollment that helps to substantially defray program operations costs. And they worked hard to engage a broad array of suppliers and partners to subsidize program with prizes, offers, and privileges.

Just Jeans have incorporated tier recognition strata that allows the company's marketers the ability to implement a convex reward structure – both escalating the value and number of rewards with increasing spend, and bringing intimacy to the transaction. Just-Shop members are attributed the recognition, appreciation, and relevant and intelligent rewards in real time commensurate with their status.

The consumer response to Just-Shop exceeded all expectations; the six month membership acquisition target was met in the first nine weeks of the program.

LifeClub – Australia (Health & Beauty)

Flannery Integrated Pharmacy Service (FMIPS) offer independent and small network of pharmacies a broad range of outsourced business services from finance and HR to marketing services.

Since launching the LifeClub pharmacy loyalty program in 2003 to three pharmacies in Australia, FMIPS have expanded the Graphicard™ program to 72 stores – building one of the largest contract loyalty programs of its type for the Australian retail pharmacy sector.

The program creates a unique point of difference in an increasingly competitive and price driven market. The innovative pharmacy-only customer rewards program creates a banner group that allows small businesses that would otherwise be unable to affordably provision such a platform, to leverage a brand focused solely on delivering sophisticated customer interaction initiatives.

LifeClub is not aligned with any wholesaler or buying group and allows up to three different discount 'tiers' to be established. VIP customers and Seniors may be enrolled on a higher level of discount than "regular" customers.

The card sets LifeClub apart from other programs in the market and relieves pharmacy owners from the often time-wasting task of administering messy voucher-based platforms.