Dematerialised loyalty cards are part of the many tools available merchants to
develop their customer relationship.
How to go a little further to generate more traffic in stores? This is the
question to which intends to meet Kireego, a solutions provider dedicated to
customer relationship, which offers a loyalty card "collaborative" articulated
around a WebService for traders with a mobile application for their clients.
The principle of this service: put together several shops around a system of
loyalty points, shared between the partner shops. Béatrice Caula, Manager of a
store of Nice flowers, details the principle and operation of this loyalty
solution based on commercial collaboration between the same neighbourhood shops
client.
CCM - Can you introduce yourself and present your shop?
Béatrice Caula - I am Manager for 10 years of Shopping Flor, a Nice flower
shop.
I lead several years different actions to develop my store customer.
CCM - Before using Kireego, were you familiar with customer loyalty
programs - and non-numerical -?
BC - I tried two systems: the loyalty paper card system, which has never
worked. I forgot to ask customers, either the client did not have on them or the
lost.
I then installed a system that offered me the Office of trade and
craftsmanship of Nice, the "magic map". It allows customers to accumulate
loyalty points in all trades of Nice with a digital loyalty card. But this
system has three weak points: j setup fee ' had to equip my store of a
computer-, the payment of a lump sum to take advantage of the loyalty program
dedicated to the store, and having to ask customers their e-mail coordinates,
what most of them refuse, fearing to be spammed.
At a meeting at CCI Nice Côte d'Azur, I discovered the third system: Kireego,
which offers a cloud without the disadvantages of the other two system tested
loyalty card.
CCM - How does this digital loyalty and client-side trader card?
BC - The principle is simple enough for the Merchant: it is necessary to
connect to the site to create a shopping account, which is free and takes three
minutes.
The interface of the site can then manage and customize its loyalty program
by creating a point card: you can set the number of loyalty points, select
rewards after a specified number of passages, etc.
During registration, we receive a QR Code to print, which is the identifier
of the shop. The last step is downloading and printing of business cards, that
is returned to the client, and which facilitates registration in loyalty
program.
Client-side, getting started is simple. You have to download the Application
Kireego on its store of applications (Android or iOS), and then to scan the QR
code that I submit with every purchase to earn loyalty points. In my shop, I
offer a rose at the end of 5 passes and 20% discount for all purchases in-store
after 10 passages.
Most in this solution, it is that the client does not have to disclose his
email address, it is fast to install, free and requires no technical
support.
CCM - Kireego lets combine you with shops partners to pool your loyalty
with these card. Can you detail the principle?
BC - I chose three shops in my neighborhood with which I wanted to promote
the exchange of the customer: a Hairdresser, a beautician and a wine cellar.
This principle of partnership is simple: loyalty points acquired by a client
in my shop open virtual loyalty points in another shop, they can assert in it
after a certain number of "real" passages To qualify for a reward and convert
their virtual points, they must obtain 50% of the points on the map in the
partner shop.
This principle avoids that the customer can immediately convert loyalty
points at another trader, while giving him right more quickly to a
reduction.
The objective is of course to increase store traffic, by directing customers
to merchants partners. As all my partners are located in the same neighbourhood,
the principle of the "collaborative" loyalty card works well.
What are the other customer loyalty tools associated with this
service?
BC - Kireego offers a paid tool that allows to increase the
visibility of a one-time commercial operation. The advantage of this tool is
that it allows to broadcast an exceptional offer to all Kireego users within a
radius of 50 km.
I used it after a large shipment of orchids, which allowed me to ensure the
visibility of this offer, and to sell my stock while bringing customers to a 20%
discount offer.
CCM - How the use of this solution results in terms of increased store
traffic and sales generated? East - this significant?
BC - for the time being, it too early to accurately measure the impact in
terms of traffic generated in store.
But I have a dozen scans in-store every day, which shows membership of the
solution on the part of my clients. The interest of the solution also increases
as grows the number of partner stores.
Service provider and mobile
applications for the relationship and the customer loyalty website: Kireego
Applications Kireego: Android, iOS
Among the competitors of Kireego: Fidme,
Fidall.
Manager of Shopping Flor, shop of flowers with Nice Site web store
loyalty Solutions tested: loyalty card paper, "Magic card" (loyalty solution)
client Nice and Kireego.