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 "Yes it’s true that most of the time the sun is shining over here”, says Shannon Mc Guinness the marketing manager of the sports goods chain “Al Boom” in Dubai.
„…and we sell everything that makes fun… but nevertheless also we have more and more competitors. Therefore we introduced our X-Card.“
The Card Management
“My 24 shops are located within a distance of 200 kilometres. That’s why I can not be in every shop. Once a week I collect the figures via modem from every branch. Every employee has a fixed employee card. That allows me to assign the sales volume and to control it. You know to trust somebody is good but to control him is even better!”, says the smart manager and laughs.
“Our website is used frequently. That’s why we allow our customers to apply for the card on our website. With a small printer we print the customers name and address on the card and send it to him”, tells us Shannon.
Goal: More customer visits in the shops
“But after all we have to make great efforts to get the customer in our shops.”
“Therefore we cooperate with the local diving-, sail- and surfschools. And this only works because the customer can collect and redeem points on the beach and in the shops.”
“Furthermore the SmartLoyalty AG developed a „frequency module“ for us.“
“The more often a customer visits one of our shops the more points he receives.
The amount of his purchase is not important the main thing is first of all that we have him in the shop.”
“At the end of the year the customer obtains a voucher with the according number of points.”
- More than 5 visits per year = 100 Punkte
- More than 10 visits per year = 200 Punkte
- More than 20 visits per year = 1.000 Punkte
- More than 50 visits per year = 3.000 Punkte
“…and all this data delivers the software by just pressing one button. The voucher will be sent out via email or mail. The voucher than can be redeemed but only in the shops”, laughs the well sun tanned Shannon. |
