Discount bookseller and stationer The Works has launched a loyalty scheme, which it has called a first for the value sector.
The Together Reward Card Programme launched across all 305 stores this week and allows customers to earn five points for every £1 they spend.
The Works chief executive Kevin Keaney said: “We have an enthusiastic and loyal customer base at The Works and the launch of the Together Card aims to take our relationship with them one step further. It also gives customers who haven’t yet shopped with us another reason to come into our stores.
“It’s clear that with every penny spent under scrutiny for many consumers, value is the new norm. We need to offer something more than great prices and the launch of this card – a first for the value sector, and one of the most generous in our industry – does just that. This new loyalty card will allow us to reward and retain our best customers and help us to attract new ones.”
The Works said the programme will enable it to send customers personalised communications and special offers based on their interests and buying behaviour.
The Works marketing director Kerry Hughes said: “Many value retailers have traditionally not focused on cementing long-term relationships with customers, or on understanding where and how they buy. Our new programme will help us strengthen our brand affinity with shoppers and gives us an ability to tailor offers to their personal preferences and spending habits.
“It’s also a thank you to customers who have continued to visit The Works despite the tough economy and a way for us to give something back to them.”
Members receive the pounds they accrue via a reward voucher, which will be emailed to customers every three months.
The roll-out follows a trial in southwest England. The pilot scheme resulted in more than 10,000 sign-ups in just four weeks, “and a significant increase in the average transaction value of the trial stores”, The Works said.