A.S.Watson rolls out new VIP loyalty programmes
Superdrug owner A.S. Watson is rolling out new VIP loyalty programmes around the world with the aim of extending them to all 24 of its markets by early 2019.
With a current 130 million members across the globe, the new VIP programmes are an additional and invitation-only tier of membership which aim to reward and retain top customers.
Malina Ngai, group chief operating officer of A.S. Watson Group, said: “We appreciate our customers, no matter how much they spend in our stores, and we know they love to feel valued.
“Our existing loyalty programmes reward everyone with great offers, but our VIP programmes thank our most loyal customers for shopping with us with amazing benefits and even more tailored rewards.”
Since 2010, A.S. Watson Group has invested in CRM programmes in its key operating markets in Asia and Europe. The company said analysis of its existing CRM programmes show that around two thirds of customers who qualify as “VIP members” in a year continue as such the following year and that these members spend up to eight times more than average members.
The new VIP programmes will offer extra advantages, many of which are personalised to the individual. These might include exclusive invitations to product previews, members only Zumba dance events, family movie days, early access to sales and promotions and more bonus points. Many of the benefits will also be tailored to the local markets.
This year A.S Watson launched its Data Lab which unites over 100 CRM experts around the world to share insights and best practices.
Ngai added, “We’re continuously investing into data technology and in doing so have launched Data Lab, which does not only help us generate customer insights that are useful in enhancing retention and increase customer spending, but also enables the group to make smarter decisions, blending science, experience and intuition. With cutting-edge data technology, we are turning transactions to interaction and that is how we are staying connected with our customers.”
In the UK A.S Watson's brands include Superdrug, Savers and The Perfume Shop.
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