Although baby food manufacturers have run mother and baby loyalty
programmes for many years, Tesco was the first supermarket to enter this
It has been successful, with eight out of ten participants expressing
complete satisfaction with the scheme and nine out of ten recommending
it to others. The programme reinforces loyalty and influences shopping
Customers join by filling in a form, distributed in-store and through
other media, including the parenting press. This requires the mother to
fill in the date on which her baby is due, or its birthday, which is
essential information for the database. Currently the programme has
Elements in the programme include tactical mailings, in-store events and
the opportunity to save pounds 100 on products. The core communication,
however, is a series of eight magazines, posted to coincide with key
stages, from early pregnancy to two-year-olds.
The magazines provide information and advice from experts, health and
food tips, and real-life stories from other Baby Club members.
Difficult trading conditions in mail order last year prompted Freemans
to relaunch its Freemans Finest loyalty club for its top agents.
The five-year-old programme combines practical benefits, such as extra
commission, with features praising members’ efforts.
Innovations include two new tiers, Platinum and Elite. Sales growth
generated by members exceeded that of those agents not in the
From its database, Safeway has been able to identify high-spending
holders of its ABC loyalty card showing signs of defecting to other
A strategy was developed to halt this drift. Questionnaires are posted
to the relevant customers, with a response on receipt of the form.
Response rates of 57% have been achieved against a target of 30%, and
fall-off has reduced.
This article was first published on Marketing