When we send out SMS, we generally see that it gets busy in the shops afterwards. We often hear that “I have to see to it that my bonus is used up”, and we take that as a good sign that they appreciate their benefits.
We have the loyalty program to have a better relationship with our customers.
“It was essential to us that Diller is fully integrated with the cash register”
Annen Etage is a Norwegian interior and clothing store chain with 5 stores in the Oslo area plus an online store. The Diller crew interviewed store manager Martine Remsøy Romøren for the Fornebu and Røa stores about her experiences with the loyalty program.
Why did you want to start a customer club?
“We wanted to give a reward back to the customers. We think it was appropriate that they should benefit from being regular customers with us. It is a big part of our marketing. This is important for the customers to feel a sense of belonging. to us.”
How long have you had a customer club?
“We had a simple customer program for a few years, but it had limited functionality. We switched to Diller in the autumn of 2020, because it has full integration with our checkout system. We had been looking for this for a long time and were happy when our checkout supplier Com2gether told us we could get a customer club that worked 100% with checkout. ”
How did you hear about Diller?
“I myself am a” system nerd “who likes new technology and good solutions, so I asked if there was any news at Com2gether. It was Stian Aaserud who recommended me to use Diller’s customer club. We are very happy with that advice!
The team at Com2gether is also a great help, both Christian and Kristine at Support, Stian at Sales and André at Technical – always good help to get. Diller Support is also fast and good, that’s incredibly important. ”
How does the integration with PCKasse work?
“It is very simple. When we get new members, we enter them with their mobile number. The customer must click on a link to accept the membership, because everything must be correct according to GDPR.”
There is a Diller button in the checkout that makes it easy to search for customers’ histories and see what benefits they have saved. The customer only says their mobile number and then we retrieve the information.
Do you have any examples of successful membership campaigns?
“We have seen that it is not just discounts that attract customers. For example, it works well when we send out SMS that new products have arrived from one of our brands. Then the traffic to the store increases, since members like to get early product information.”
Here the other day we sent an SMS that we stepped up sales, and after 10 minutes the members came to the store! One of the customers said that “I left work when I received the SMS, I”. That’s fun.
“We also see that customer evenings in stores are popular among our members. The most important thing for creating good campaigns is that there are clear and concrete messages.
Customers should feel exclusive about being a member of our customer club. For example, if we have obtained 5 pieces of a product of which there are only 15 pieces in total, it is nice to be able to provide information about it to our members. ”
How do you communicate with members?
We see that SMS is by far the best channel, because everyone reads SMS and the recipients do not experience it as “hassle”. SMS is therefore the most important form of communication, but we also use e-mail if we are going to tell about new goods or want show pictures of products, ie more editorial information.
We are concerned about our communication being personal and catchy, because we have many loyal customers that we eventually know well. When we send text messages, it should give the feeling of talking to a friend, and we bake the offers, news or benefits into the text. ”
It is a good functionality in Diller that we can enter the name of the customer in our communication. It makes it more personal.
How often do you send SMS?
“As a rule, we send one once a month, and if there are anniversaries like Mother’s Day or Halloween, we might send an extra one that month.”
How do you recruit new members?
“We ask if customers want to become a member when they shop in the stores. We inform about what kind of bonus they can get and remind them that it pays to be a member.”
We have not done any marketing of the customer club beyond recruitment in store, but plan to have a campaign that we give 100 kroner in welcome bonus to new members on our Instagram channel.
“We have a bonus ladder that gives a 10% bonus when buying NOK 4,000, and then the bonus rises to 15% for NOK 8,000, a 20% discount on the entire purchase when you have shopped for NOK 12,000 and a 30% discount on any item when you arrive. to 16,000 kroner. ”
How important is segmentation of members?
“We believe that it is important. Today we segment, for example, who you shop for, whether the member lives in a house or apartment and whether they have a cabin. We believe that there is much more we can do to create adapted, good benefits for the customers. We will work more on that. ”
The solution for the Second Floor is delivered in close collaboration between Com2gether , PCKasse and Diller.
Diller® – the customer club that has everything, simple and affordable.
The Diller® loyalty platform helps small and medium-sized businesses increase their competitiveness by getting customers to shop more often and more. This saves costs and increases the lifetime value.
Diller® is a smart solution for companies that do not have a large marketing budget, but who want to increase sales. Marketing is expensive, and a customer club offers huge savings because you do not spend precious funds all the time to get new customers into the store and online store.
With a good loyalty program, you can convert single sales to repeat sales and get better customer dialogue.
