News
Affi nity and beyond
When online leviathan Amazon launched the exclusive sales events and previews and receive
Amazon.co.uk MasterCard last month, it became special offers.
the latest in a list of retailers offering cobranded For retailers that already operate loyalty
affi nity credit cards. Given the benefi ts that affi nity programmes, not much more time and effort is
cards provide retailers, one might be required to implement and maintain an affi nity
surprised that the list isn’t longer. credit-card scheme, says Nick Howse, cofounder of
Most simply, an affi nity credit affi nity and data specialist fi rm Howse
card is another tool retailers Jackson Marketing. “The credit-card
can use to maintain customer company will be responsible for the
loyalty programmes. According to printed marketing collateral as well as
MasterCard’s website, a cobranded much of the direct marketing costs,”
partnership between a retailer and explains Howse, who formerly worked
a card issuer such as American in the affi nity-card market at Royal
Express, Visa, or MasterCard can Bank of Scotland, now HBoS. The
“increase loyalty, attract promising card issuers will also give retailers an
customers, lower [the retailer’s] activation fee for each new customer
acquisition costs, and help keep your and commission on each purchase
company top-of-mind”. made—“typically 20p or 25p for every
Amazon’s MasterCard programme is a textbook £100 spent,” says Howse.
example. Cardholders accumulate a point for every What with all the tangible and intangible
pound that they charge on the card whilst shopping at benefi ts of affi nity credit-card schemes, why
Amazon and a point for every £2 spent elsewhere; the aren’t all retailers racing to establish such
points can eventually be redeemed against Amazon. programmes?
co.uk merchandise. For one thing, “it’s a volume game,” Howse
The affi nity-card programme of home-entertainment etailer Play.com says. “The retailer needs a large and preferably loyal customer base” to be
is similar to that of Amazon: It rewards customers with PlayPoints every attractive to a card issuer as a potential partner.
time they use the Play.com credit card anywhere, and customers can For another, should there be problems with the card programme—if
redeem their points for Play.com gift vouchers. Play.com also offers 1,500 there is an excessive rate hike, for instance, or poor customer service—
bonus PlayPoints when customers spend £150 on purchases within 90 the blame will fall on the retailer, Howse says. Crucially, running a
days of opening an account. successful programme is about partnership, he adds. “Get the right mix—
Home decor and fashion cataloguer/retailer Laura Ashley goes good credit-card product and a large volume; a trusted retailer—and the
beyond offering loyalty points. Cardholders also receive invitations to results can be exceptionally strong.”
Client wins
MNP has signed up cosmetics brand Helly Hansen contracted GSI Commerce Pioneer Print Solutions is providing Asos
Lush, educational resources manufacturer to build online stores for eight European with its new delivery and returns note, a
and distributor Commotion, dental countries as well as the US and Canada. multifunctional form that folds down into
supplies business Admor, retailer Ness a branded A5 booklet.
Scotland Clothing Company, and garden- RNLI (Sales) appointed PrismDM as its
products cataloguer Harrod Horticultural fulfi lment partner. Sears selected Ceros to launch its fi rst
as users of its order and warehouse fully interactive digital catalogue, Cradle
management software suites. GIVe, the new fashion label from George and All.
Davies, selected K3 to implement a
Footwear brand Rocket Dog is using multichannel solution that supports The Lego Group is launching a global
card-payment processing services from its website, stores and concessions, ecommerce website using the ATG
CreditCall on its new website. and call centres. The deal includes platform.
The system is integrated with Rocket the installation of web-linked kiosks
Dog’s ecommerce provider, Iocea. in-store. Shine Marketing managed Orbital Response and Fulfi lment was
user-testing and benchmarking and appointed by Guide Dogs to handle res-
Boden appointed Experian CheetahMail advised on prelaunch development for ponse services for its print, audio, and
as its email marketing partner. GIVe.co.uk. Braille Christmas Dogalogue catalogue.
2
Catalogue e-business www.catalog-biz.com
ceb175.indd 2 7/11/09 13:08:44
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45