Magazine article Marketing

WH Smith Set for Clubcard Revamp

Magazine article Marketing

WH Smith Set for Clubcard Revamp

Article excerpt

WH Smith, the struggling high-street retailer, will try to breathe life into its Clubcard loyalty scheme after admitting that it was difficult to understand and not generous enough to high-spending customers.

The company is conducting a comprehensive overhaul of Clubcard that will include issuing almost seven times more reward points to the scheme's highest-spending customers.

Under the new programme, which will retain the Clubcard name, a customer spending pounds 150 a year in WH Smith will earn pounds 20 worth of discounts compared with pounds 3 currently.

The revamp, which WH Smith claimed is the most radical since the scheme's 1997 launch, is designed to build customer spending in the crucial pre-Christmas trading period by generating benefits that outweigh those offered by programmes such as Nectar and Tesco Clubcard.

WH Smith, which sees former Argos marketing chief Kate Swann join as chief executive next month, decided following customer feedback that the existing Clubcard was difficult to understand and took too long to accrue a significant number of points. …

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