The ANF appears confused about its support for the Rewardle loyalty program saying it is launching the program, then that it is not launching the program and then that it is launching the program. No wonder newsagents shake their heads in despair about this organisation.
Here is the headline of the ANF announcement on April 29:
ANF to launch nationwide rewards system for members
Here is the opening paragraph of the ANF statement from at around lunchtime May 6, 2015:
Re the announcement that the ANF is launching a rewards program Rewardle – this is not correct.
The image above is from an ANF email sent to newsagents later on May 6, 2015 – after the statement that it is not launching reward.
Maybe once the ANF has sorted out its position on Rewardle it could let newsagents know.
To me, this flip flopping is yet another reason for newsagents to stop supporting the ANF. Paying fees to them only encourages them.
The ANF needs to explain its relationship with Rewardle. If it is commercial, if the ANF is making a commission, it ought to disclose this to newsagents.
The ASX website has an announcement from reward (ASX code RXH) indicating that the ANF has entered into a Channel Partnership Agreement. That sounds commercial. the announcement notes that the Rewardle was introduced to the ANF by a leading national publisher. Nothing wrong with that except that this ought to have been disclosed by the ANF if it is committed to transparency – along with details on any payments they ANF is to receive.
I wish I did not have to write this post. I wish the ANF was transparent, did not flip flop and did thoroughly engage products and services before it launches them to newsagents. It’s easy to get it right. It takes poor leadership to get it this wrong.
On Rewardle itself, it will suit some newsagents but not others. Our channel is already awash with loyalty offers such as those funded and run by Bauer Media, John Sands and Hallmark and several other suppliers plush those run within newsagency marketing groups such as Nextra, TLC and newsXpress and then there are the many loyalty offers run by newsagents from the traditional points based programs through to the discount voucher front-end loyalty I have discussed.
Newsagents need to research carefully any loyalty program to ensure its appropriateness to the needs of their businesses. They need to ask whether the proposed program offers the point of difference they want and whether it engages deeply within their business. I do wonder if the ANF has looked at Rewardle carefully and considered all of the alternatives. I suspect not.
If you think I am writing this because I have a competitive offer you would be wrong. What my newsagency software offeres is different to Rewardle – I would not compare them.
its something that is free so what is the issue . (they did say free ,no cost)
Sheesh if that is your test I give up. Free does not make it good. I reckon free can stop you thinking properly about it. I have a points based program and it gives me what I want for MY business. This anf thing seems to use us to benefit the company but not us.
Almost 3 years in this industry and I’m already rolling my eyes. Just another program that will have mediocre uptake and end up further confusing the consumer.
I believe there should be an industry body however the ANF has a serious image problem. They would be more successful if they focused on uniting the industry before attempting to represent it. Sometimes these things require extreme measures if they are to regain trust from the industry.
Hi guys,
I work for Rewardle and am more than happy to answer any questions or address any concerns you may have about the channel partnership with the ANF or what Rewardle is about and what it can offer your Business. There is a bit more to it than just loyalty so feel free to contact me privately or on the blog.
Cheers
Tim