 The Vita NovaCard - Think global act local... a group of health food dealers put their strength together
Everyone talks about the healthy life and good nutrition. To ensure that the customer chooses the specialist for nutrition food and visits him frequently the German Vita Nova Group introduced the „Vita Nova Card“.
A group of clever health food shop owners was suffering by the fact that nowadays every supermarket offers products with a wholefood label.
Resolutely they decided to found the Vita Nova Group which implemented in August a loyalty system in more than 100 stores throughout Germany.
Design-concept:
First of all a base design was developed which was added by an individual imprint for every store.
„With that we show the strength of our interconnection and at the same time we allow entrepreneurial freedom.”
”The cards come together with an application form and have a number. So the cards can be issued in every branch and can be used right away. That saves time and money. And we keep our head above water“ says the chairman of the group.
 Marketing-conzept:
- Customer loyalty with the bonus card
„We settled for growing bonus steps“ tells Mr. Escher who is one the biggest members of the Vita Nova group and also in charge for the marketing concept. „With the card we offer up to 3% bonus … And of course the purchase must reach a certain amount to get this bonus step. The system has to pay off for us!“, says Mr. Escher the owner of more than 25 health food shops.
„There are always customers which don’t like cards at all. We do not intend in offering them a card but if you have well trained stuff the card is accepted by the majority of your clients!“
- Successful acquisition of new customers with the gift card
„Many people don’t know the assortment of goods we are selling.“ mentions Martin Merk one of the members of Vita Nova. „Along with the bonus card we now have also a gift card. With that we have an instrument that enables our satisfied customer to give away something “healthy”. For us it is very comfortable because we receive the money right away and it brings us a new customer…I think there is no better way.” tells Merk.
 Technical-concept:
The system is focussed on a marketing platform. A shared website allows: :
- the Cardholder: to inform himself on his actual quantity of points and also of news and special events of the Vita Nova Group
- Members and
- Management and administration to evaluate the data.
„Naturaly our members have also the opportunity to run their own special events. We don’t want to cramp them in their business.“ says the management of Vita Nova. “Coincidental we run central organized marketing event.
Due to this combination our loyalty system is so succesfull!“
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