Liquid Barcodes

Resources

Payment-Linked Loyalty – Simply Rewarding

Paula Thomas, Chief Content Officer, Liquid Barcodes

15/04/2019

A favourite approach for many marketers is known as the KISS Principle – “keep it simple stupid”. It surprised me the first time I heard it, but once I learned it was the design approach used by the US Navy, it quickly impressed me. With increasing competition for customer engagement, this principle is more important than ever before. Simplicity is becoming an essential marketing mindset that benefits loyalty programme operations, propositions and even customer communications.

As retailers, taking payment is the only essential step that takes place with every customer every time, and with the increasing dominance of digital payments, the payment card has become the simplest and most effective way that you can track customer purchases and reward them effortlessly. Simply recognising and rewarding customers WITHOUT them needing to present a loyalty card or even scan an app is one of the most exciting ideas in the industry today – and customers of course just love it.

CoffeeKeeping Things Simple.

Payment-Linked Loyalty

Reitan Group is one of Europe’s leading grocery and convenience retailers with almost 40,000 employees across its 3,836 stores in Norway, Sweden, Denmark, Finland, Estonia, Latvia and Lithuania. Within the Group’s convenience retail business units there is a relentless focus on reducing transaction times and eliminating friction, so the team wanted to find a way to recognise their loyal customers so they could be regularly rewarded – but they wanted to avoid the need for customers to present a loyalty card or even scan their app. The solution was the creation of an “autostamps” programme that recognises and rewards members automatically when they pay with a pre-registered payment card.

AutomaticAutostamps in Sweden – Simplifying Loyalty

Win-Win-Win

In our article “How To Wow”, we describe the three essential elements your loyalty programme needs in order to delight your customers. It must be clear, compelling and consistent. Payment-linked loyalty is a truly compelling concept because it is so easy for customers, and it’s a solution that the Reitan Group has already launched in two of its convenience store chains in Sweden – Pressbyrån and 7-Eleven.

Autostamps began as a way to speed up the customer’s transaction time at the till but it quickly became obvious that the idea had other benefits that customers loved – including the ability to send them digital receipts, saving thousands of unnecessary receipts being printed every day. This unique environmental benefit appeals to eco-conscious customers, while also building trust in the brand by ensuring the digital transaction receipts are always available if needed.

The automated system has also delivered much more “surprise and delight” opportunities as customers earn rewards more quickly than ever before, by simply ensuring that every single transaction and purchase is automatically recorded.

How It Works:

The Customer’s Perspective:

  1. Customers download the retailers loyalty app.
  2. Either in-store or online, the customer links their payment card with their mobile phone number and thus their loyalty member profile.
  3. Every subsequent transaction using the same payment card is automatically captured and attributed to the relevant member. The customer’s receipts are available to the loyalty member digitally and their loyalty stamps or points are given automatically.

The Business Perspective:

Despite having older till systems in many of their stores, Reitan Convenience Sweden‘s CIO Gustav Almqvist was determined to ensure that every purchase in every store could be identified individually while of course respecting all data protection and GDPR regulations, so a flexible solution was created which ensures that loyalty stamps or points can be given:

  • by product
  • by category
  • by spend

The system captures just the relevant information needed to actually award the customer’s stamps. Other items on receipts are not recorded, stored or used, again ensuring best practice in permission-marketing and respecting GDPR regulations.

From a systems perspective, some development work was required for the terminal/point of sale to send the receipts to a database. The system migration then ran over-night once the development work is done.

The point-of-sale system now sends all of the receipt data electronically to the receipt database – and from there it is shared with the loyalty system, which awards the specific stamps and points to that customer’s account within a few seconds of the customer’s transaction.

Along with eliminating the need for the customer to take responsibility for identifying themselves every time they shop, the company gathers detailed transaction data which allows for greater segmentation, personalisation and relevance in its ongoing marketing, which Reitan Convenience Sweden is using to ensure it’s rewarding its most loyal customers the most using tiered rewards. For example, new customers earn every sixth coffee free, then every fifth coffee free and ultimately their gold members earn every fourth coffee free.

To learn more on how you can implement this concept in your business, click here, and you can also read the full case study on our website here.

CoffeeTiered Rewards within the Loyalty App Created by Reitan Convenience Stores in Sweden.

Lessons and Learnings:

As a company, Reitan has published its philosophy of “common sense and skill. It’s not embarrassing to do things the simple way – it’s ingenious.” And it’s evident in their approach – becoming one of the few convenience retailers in the world that has successfully launched this compelling payment-linked concept despite the challenge of working with legacy point-of-sale systems. Farhan Akkurt of Reitan Convenience shared his perspective as one of the project leaders :

“We love to simplify things for customers here in Reitan Convenience and we are obsessed with reducing transaction time. Using their payment card to track customer purchases and automatically allocate their loyalty stamps really reduces queues and they feel effortlessly rewarded. It’s a win-win-win. We are really proud to have created such a great solution.”

Reitan convenience

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 

—————————————————————————————–


Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes