The 1 Card debuts “Everyday Enjoyment” campaign with aims to strengthen its member relationship
- Joins forces with partners in adding more privileges
- Introduced new
www.everydayenjoyment.com website for online networking
Central Retail Corporation (CRC) sets to further strengthen its CRM strategy with the launch of new "Everyday Enjoyment" campaign designed to provide value-added loyalty package and special privileges to the holders of The 1 Card. The new campaign comes along with the launch of new website to facilitate its members
Sawanya Youngpolkant, General Manager for CRM Strategy Management, Central Retail Corporation Limited, reveals that the company has launched The 1 Card since 2006 in the platform of point collection card, which can be used to earn points and special privileges from CRC’s retail brand stores, including Central, Zen, Robinson, Power Buy, Supersports, B2S, and Homeworks. In addition, the company has joined with other partners to develop and offer special privilege to the 1 Card members. Since its establishment for almost 4 years, The 1 Card has gained a warm welcome and positive feedback from the customers. The 1 Card is also the first loyalty card, which has developed various programs to satisfy customer’s needs and to catch up into their mind. The 1 Card program has been quite successful in attracting an increasing number of members every year.
In 2008, The 1 Card started to enhance its strategic plans utilizing CRM in combination with customer experience management (CEM) aimed to promote Emotional Loyalty, by pooling alliances with more than 150 retail vendors throughout the country. The ‘Partnership Privilege Program’ had been launched together with other continuous campaigns allowing the card members to enjoy special privileges offered by participated retail partners. At the end of 2009, The 1 Card has posted over 2,500,000 holders.
“The 1 Card continues to maintain its leadership in Customer Relationship Management (CRM) having more than 2.5 million card members, of which 80 percent have used the card regularly. About 75 percent of Central Retail Corporation’s overall sales achieved last year had been made via The 1 Card. More than 80 percent of The 1 Card’s holders have made point redemption for cash coupon, premiums and other privileges. Key advantage of The 1 Card program is its ability to know customers better, understand their needs and offer products, promotions, services and privileges tailored-made for its target customers,” said Sawanya.
“This year, The 1 Card has continuously developed new innovative campaigns to build relationship among the members, focused on adding new privileges to them. “Everyday Enjoyment” has been launched as the latest annual campaign for 2010, which will open widely for all The 1 Card members to join and have fun. The campaign is to provide extra privileges, which are beyond just shopping privileges, such as ‘Movie Preview’ to cater the lifestyle of members, who love watching movie. Under ‘Movie Preview’ campaign, the card members will have a chance to preview blockbusters before the others every month. Other leisure and edutainment activities will be enhanced to The 1 Card members including eco-tourism, cooking class, artifacts, as well as alliances with business partners, such as food shops and restaurants, educational institutes, beauty salons, hospitals, spa complexes, hotels and resorts, golf courts, amusement parks, and other service operators, in providing special privileges to the members.
The 1 Card has also introduced the new website:
www.everydayenjoyment.com since the first of March this year comprising of 3 main sections, which are: Privilege, set to list the names of business partners, who give special privileges; Highlight, offering privileges and attractive promotions from outstanding stores; and Activities, featuring special activities for members, such as Movie Preview, which will allow members to preview new-released movies before the others, and Movie Privilege, which will also allow members to buy one movie ticket and get another one for free, as well as special workshops. The website will be constantly and consistently updated so that all members can click in and find out their special privileges and activities all the time. In addition, members can also click and share their favorite shops to their “facebook” page.
“We have developed this year campaign to reinforce our leadership position in providing special privileges to the card holders. We aim to raise the number of new members and to increase the ratio of sales transaction via the card. Above all, we intend to deliver fun and happiness to all The 1 Card members,” added Sawanya.
