It is now four years and two months since we launched the world’s first broadly based magazine loyalty card. I qualify our Magazine Club Card as broadly based to differentiate it from single title or single publisher cards. The card we started in our newsagency at Forest Hill in August 2004 is now part of the newsXpress magazine management strategy. A version of this is also offered through Newspower and ACP Connections program.
At Forest Hill, the card continues to work well for us. It has a cost of around 1.5% of sales and provides a practical means through which our customers can save on magazines. This card changes consumer habits – everyone likes to save money, especially on regular purchases.
The Australian Women’s Weekly continues to be the most popular free title selected by our customers.
This loyalty program requires discipline for it to work, discipline around the offer, how it is promoted and the support in the business from the top down.
Now more than ever, rewarding loyalty in retail is important.
Hi Mark
Good to read of the Magazine Club Card ongoing success. I like your new design, are you still running free of publisher funding?
I will be posting soon on how our customers are using the promotion and the reaction of the trade when I tell people about what we are doing.
Steve
Thanks Steve. This is still free of publisher funding. This new design is something we are experimenting with – change and all that.
mark