Liquid Barcodes

Resources

Super Simple and Super Clever

Paula Thomas, Chief Content Officer, Liquid Barcodes

12/11/2019

This article first appeared on Global Convenience Store Focus.

The grocery market in Ireland is shared almost equally between three top retailers – Dunnes Stores, Tesco Ireland and SuperValu – a nationwide chain that is owned and operated by the wholesaler group Musgraves. With their market share separated by less than one percentage point, these retailers battle continuously for consumer loyalty, each investing significantly in heavyweight programmes that seek to capture consumer’s attention and change behaviour in a way that can measurably drive their commercial growth.

And while there are some inevitable similarities between the various programmes they operate (e.g they are all points-based programmes), for me, the SuperValu Real Rewards programme is leading the field against its rivals – the VALUEClub programme and Tesco’s Club Card programme. In this article, I’ll showcase some simple but compelling propositions that have been introduced to “Real Rewards” in recent years – perhaps the reason the programme also won the prestigious Retail Food Loyalty Programme of the Year in 2019 as part of the inaugural Irish Loyalty Awards.

It’s an exciting story of innovation and excellence so I’m delighted to reflect on this impressive Irish retailer and hopefully inspire other global loyalty programmes with some insights and opportunities you can consider for growth.

Real Rewards loyalty programme

SuperValu relaunched its shopping app in 2016 to include the Real Rewards loyalty programme.

The Simple Stuff

As a points-based grocery loyalty programme, members of Real Rewards collect points on their grocery shopping both online and offline, earning 1 point for every €1 spent. Since the launch of the app in 2016, members have digital access to their account which allows them to:

– View the various personalised offers and discounts available as well as access to exclusive competitions.

– Access their digital Real Rewards card for use/scanning in store – eliminating the need for plastic fobs (although these are still available).

– View their recent transaction history and latest points balance.

– Share their offers and Rewards with friends and family.

Separately the Real Rewards website allows members to manage their account, as well as printing off their money back (rewards) vouchers and product coupons at home.

Rewards vouchers are issued by post 3 times per year for members who have collected at least 250 points. Those points are converted into a €2.50 Money Back Voucher (a 1% reward) to be used in SuperValu or converted to a 250 point voucher to be used with partners. While these redemption vouchers are valid for twelve months, they typically drive immediate spend as they are issued at key shopping times of the year such as Christmas when customers really need and value them, and the increased footfall creates a truly virtuous circle for the brand.

In addition, the mindset of rewarding their customers so frequently ensures the programme is kept top of mind with consumers, and avoids a longer-term liability of points on the company balance sheet.

The Clever Stuff

Alongside their own earn and burn programme for grocery loyalty, SuperValu customers were keen to find other ways for their loyalty to be rewarded. Unlike other markets, Ireland does not have a coalition programme (such as Nectar in the UK), hence the opportunity was clear to track and reward consumer behaviour across other key areas of consumer’s lifestyle spend. And with a powerful loyalty brand and extensive platform already fully built, SuperValu took the genius step of positioning themselves as the default leader of Ireland’s loyalty landscape, selecting a range of both online and offline retailers as partners. With almost a quarter of the Irish population registered, SuperValu can effectively promote these partners to its 1.2 million programme members, allowing them to earn Real Rewards points when they shop online with hundreds of major brands, or buy electricity, phone packages, insurance or staycations.

The video launching the original Real Rewards coalition-style programme re-launch in 2016.

While the points earned varies by partner, Irish consumers can evaluate the opportunity in each category as their needs arise. All five partners below are premium market-leading brands with whom customers can earn Real Rewards. In addition to earning with these utilities, Electric Ireland, eir, and also Aer Lingus are offered as redemption/reward partners.

SuperValu partnersSuperValu partners with five key Irish brands for its Real Rewards loyalty programme. 

Payment Card Partnership

The latest exciting announcement from SuperValu is a partnership with Visa – a simple, clear and compelling offer of double points for customers when they pay with Visa – whether that’s by debit card or credit card. Described as the “first of its kind” it shows a clear intention by Visa to grow its market share, while ensuring significant revenue potential for SuperValu, with Visa payments representing 1 in 3 of every payments made in the Irish market! While the commercials will clearly never be available externally, the partnership does truly benefit both partners and drive mutually-beneficial behaviour.

VisaSuperValu Announces double points when you pay with Visa

Why Sell Loyalty Points?

Given the time and effort already required to successfully manage a loyalty programme, it seems even more challenging for SuperValu to extend beyond their core business and begin to invest in serving the loyalty objectives of large consumer brands such as the utilities outlined above, so why would the team at SuperValu decide to invest in this new business model? Because of the massive potential for incremental profit and marketing access beyond their own base.

  • In many industries – particularly airlines, loyalty points are hugely profitable, often more profitable than their core business of flying. With loyalty point margins nearly ten times higher than flight revenues, it is a real opportunity for programme operators to offer non-competing businesses an easy way to reward their customers using your currency. Qantas airlines reportedly sells each point for between 1.1 cent and 2.5 cents, commanding loyalty revenue of $809 million in 2018 from many hundreds of partners across every possible category imaginable.
  • One of the main challenges of coalition programmes such as Nectar is that an independent third party owns and controls access to your customer data. In mutually-beneficial partnerships, while transaction data or personal insights cannot be shared due to GDPR legislation, brands can market their partnership to their customers on both sides, offering each base an opportunity to access new customers with tempting rewards from a currency they already trust.

SuperValu’s commitment to innovation is clear as the brand that launched Ireland’s first grocery shopping app in 2013. With continued investment in their digital strategy supporting record revenues and a new overall sales milestone of €2.724 billion in 2018, which included an impressive additional 26,000 new customers buying online, the whole business is truly achieving hugely impressive results.

As this fantastic business continues to grow and thrive, and its parent company employing over 41,000 people, I’m certainly excited to watch their ongoing innovations in loyalty and sharing those insights with you, our readers worldwide.

SuperValu Real Rewards

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

Lessons in Loyalty: Engage Members

An important component to having a successful loyalty program is to develop a powerful plan to engage with your members.

Blog post

Lessons in Loyalty: Recruit Loyalty Program Members

The first step in a successful loyalty program is to recruit a robust, loyal membership base with an effective recruitment strategy. In the ongoing exploration of loyalty programs, this article focuses on the pivotal first step in the Customer Connection Cycle: recruiting members. Establishing a robust and loyal membership base is paramount, and this article outlines […]

Blog post

Lessons in Loyalty: Customer Connection Cycle

The Liquid Barcodes Customer Connection Cycle Explains Six Key Components to Operating a Successful Loyalty Program

Blog post

Lessons in Loyalty: Easy, Empowering, and Engaging 

Invite higher sales with a loyalty program that is easy, empowering, and engaging.

Blog post

Lessons in Loyalty: Clear, Compelling and Consistant Programming

Engage customers with a compelling loyalty program that is clear, compelling, and consistent.

Blog post

Liquid Barcodes: Elevating Retail Experiences

Liquid Barcodes is a proud partner to global retailers using revolutionary technology to increase sales and grow customer engagement.

Blog post

Unlock Customer Loyalty: Choosing the Right Rewards Program for Your Business Goals

Loyalty reward programs attract new customers, keep them coming back, and increase sales, and can be tailored to meet specific goals.

Blog post

Increasing Customer Engagement With Loyalty Programs

From basic discounts, points, and perks, to more advanced strategies like subscriptions and mobile payments, loyalty programs allow retailers to compete in today’s fast-paced retail landscape.

Blog post

Liquid Barcodes Connects at 2023 NACS Show

Liquid Barcodes exhibits at the 2023 NACS Show showcasing its app-based loyalty, subscription, and payment solutions.

Blog post

The Refreshing Perks of Beverage Subscription Programs 

Beverage subscription programs offer convenience retailers the benefits of enhanced customer loyalty, a predictable revenue stream, customer data, and a competitive edge.

Blog post

FastLane Sees Success with Monthly Subscription Car and Truck Wash Program

FastLane becomes the newest retailer to join the subscription economy by offering monthly subscriptions for car and truck washing.

Blog post

Beverage Subscriptions Improve Foodservice Sales

Implementing a beverage subscription program will boost customer spending on foodservice items.  Consumers visit convenience stores to do three main things: get gas, use the restroom and buy a drink. As prepared food becomes the norm in convenience stores, give your customers an offer they can’t resist with a beverage subscription program.

Blog post

An Introduction to Subscription Programs

Subscription programs ensure recurring revenue by recruiting customers and enhancing the overall foodservice offer Subscription is a big buzzword referring to any recurring or prepaid program that is delivered or available on a regular basis. 

Blog post

Circle K Norway Wins NACS Convenience Retail Technology Award 

Circle K Norway wins the prestigious NACS award for technology innovations, including car wash subscription program powered by Liquid Barcodes. NACS awarded Circle K Norway’s leaders with the NACS Convenience Retail Technology Award at this week’s NACS Convenience Summit Europe in Dublin.

Blog post

Maxol Wins Customers and Awards With Loyalty App

Irish retailer Maxol celebrates a year of success with their award-winning loyalty app. Maxol’s loyalty app has been rewarded for excellence with the prestigious “2023 Loyalty Launch of the Year ” award at this year’s Irish Loyalty & CX Awards.

Blog post

Sunshine Gasoline Leads Industry in Technology Adoption

Florida retailer Sunshine Gasoline leads the U.S. convenience industry with app solutions for customer convenience and loyalty.

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

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 […]

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

Situs Judi Togel Slot Online Terpercaya Indonesia

slot pulsa

situs judi slot online

togel slot casino online

istana slot online

istanaslot

Situs Judi Slot Deposit Pulsa

judi slot gacor terpercaya

istana slot

istana slot situs slot

ISTANASLOT

judi slot online gacor

judi slot online gacor

slot deposit pulsa

istanaimpian slot online

agen togel casino

judi live casino

agen togel casino

gangster4d

uno prediksi

prediksi togel istanaimpian

slot online gacor 2023

raja situs judi slot

slot online terbaik 2023

Daftar Slot Online Gacor 2023

Situs Judi Slot Demo Pragmatic

slot deposit dana Terbaru 2023

istanaslot

slot dana

https://blog.libero.it/wp/slotdana/2023/05/19/agen-judi-slot-deposit-dana/

https://platform.blocks.ase.ro/blog/index.php?entryid=26210

https://b.hatena.ne.jp/istanaslotgacor2022/

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=2

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=3

https://b.hatena.ne.jp/istanaslotgacor2022/bookmark?page=4

https://t.me/s/togelslot88gacor

https://t.me/s/situsslot

https://telegram.me/s/situsslot

https://medium.com/@gulaiayam8899

https://medium.com/@gulaiayam8899/about

https://medium.com/@gulaiayam8899/berita-terkini-seputar-slot-gacor-dan-togel-online-69848fa6e114

https://medium.com/@gulaiayam8899/rahasia-kesuksesan-dalam-permainan-slot-9a0664549e1b

https://medium.com/@gulaiayam8899/rtp-slot-gacor-auto-sultan-7e23ec9e7afb

https://medium.com/@gulaiayam8899/misteri-slot-gacor-bb02b74acd18

https://social.msdn.microsoft.com/Profile/istana-slot-777
https://www.behance.net/helmipaten
https://telegra.ph/IstanaSlot-Tempat-Terbaik-untuk-Pengalaman-Perjudian-Online-yang-Seru-10-20
https://gab.com/istanaslotgacor
https://onlinegamblingworld.my-free.website/s/cdn/?https://livechat-istanaslot.xyz/
https://www.provenexpert.com/istanaslots/
https://link.space/@istanaslot777
https://t.me/s/situsslot
http://forum.blockmango.com/topic/53367/link-alternatif-login-istanaslot-daftar-dan-gabung-segera
https://istanaslots.contently.com/
https://500px.com/p/istanaslots
https://myspace.com/istanaslots
https://medium.com/@erlinapaten777/istanaslot-situs-judi-slot-online-terbaik-dan-terpercaya-di-tahun-2023-ae10feac6088
https://medium.com/@erlinapaten777
http://istanaslots.idea.informer.com/
https://replit.com/@erlinapaten777
https://replit.com/@istanaslot777
https://istanaslotgacor.hashnode.dev/link-alternatif-login-istanaslot
http://193.140.229.56:3000/istanaslots/istanaslot/issues/1
https://dribbble.com/istanaslots/shots
http://193.140.229.56:3000/istanaslots
https://dribbble.com/istanaslots/about
https://ko-fi.com/istanaslots
https://ko-fi.com/istanaslots/gallery
https://disqus.com/by/istanaslots/about/
https://bbs.now.qq.com/?5951916
https://potofu.me/istanaslots
https://lit.link/en/istanaslots
https://www.blogger.com/profile/13732575843288704588
https://fae.disability.illinois.edu/summary/18b7ac547f835b20/rc/
https://nowewyrazy.uw.edu.pl/profil/istanaslots
https://hub.docker.com/r/istanaslots/link-resmi-istanaslot
https://app.simplenote.com/p/7qTCNx
https://www.tripadvisor.com.vn/Profile/Traveler55768473195
https://www.scoop.it/topic/istanaslots
https://withkoji.com/@istanaslot
https://www.bahamaslocal.com/userprofile/1/258137/istanaslots.html
https://justpaste.it/u/istanagacor
https://justpaste.it/6trpi
https://www.pinterest.com/erlinapaten777/
https://git.disroot.org/istanaslots
https://speakerdeck.com/erlinapaten
https://www.walkscore.com/people/114255253064/istanaslots
https://letterboxd.com/istanaslots/
https://beacons.ai/istanaslots
https://www.maliweb.net/author/istanaslot
https://artmight.com/user/profile/2986114
https://myopportunity.com/en/profile/istana-slots/nw
https://www.empowher.com/users/istanaslot7777
https://www.insanelymac.com/forum/profile/2676453-istanaslots/?tab=field_core_pfield_13
https://trello.com/u/erlinaaja/activity
https://about.me/istana-slots
https://cs.astronomy.com/members/istanaslots/default.aspx
https://istanaslotgacor.zohosites.com/
https://issuu.com/istanaslots
https://issuu.com/istanaslots/docs/link_alternatif_login_istanaslot.docx
https://profile.hatena.ne.jp/erlinapaten777/
https://www.linkcentre.com/profile/istanaslos/
https://www.producthunt.com/@istanaslots
https://medium.com/@helmipaten777
https://medium.com/@helmipaten777/istanaslot-terobosan-terbaru-dalam-dunia-slot-online-di-2023-70bd6f25465f
https://heylink.me/ISTANASLOT.COM/
https://joy.bio/istana-gacor
https://solo.to/istana-gacor
https://mylink.la/istanaslots
https://s.id/1WhHE
https://s.id/1WhHO
https://s.id/1WhHX
https://s.id/1WhI3
https://www.wattpad.com/user/istanaslots
https://gratis-4156611.jouwweb.nl/
http://uid.me/istanaslots
https://linkfly.to/51107uVV4AW
https://www.divephotoguide.com/user/istanaslots
https://mez.ink/istanaslots
https://desty.page/istanaslot
https://magic.ly/istanaslots
https://bit.ly/4667NBw
https://bit.ly/47oiujP
https://bit.ly/3Sv5PaG
https://bit.ly/472wu33
https://bit.ly/3sqCjrY
https://bit.ly/49F2fB5
https://gab.com/istanagacorslot
https://social.msdn.microsoft.com/Profile/istanagacorslot
https://profile.ameba.jp/ameba/helmipaten
https://ameblo.jp/helmipaten/entry-12828152988.html
https://giphy.com/channel/istanagacorslot
https://tinyurl.com/istanaslots
https://tinyurl.com/mr2zhnxe
https://tinyurl.com/2ft2dwae
https://tinyurl.com/ms7ujhbe
https://tinyurl.com/2w5ndtb4
https://tinyurl.com/46d5czk2
https://tinyurl.com/td6fkahm
https://www.twitch.tv/istanagacorslot
https://telegra.ph/Link-Alternatif-Situs-Resmi-Pragmatic-Play-11-11
https://glitch.com/@erlinapaten777
https://istanagacor777.weebly.com/
https://6548934d557e4.site123.me/
https://band.us/band/93104459/intro
https://istanagacor.onepage.website/
https://plaza.rakuten.co.jp/istanagacor88/diary/202311240000/
https://profile.ameba.jp/ameba/istanagacor
https://social.msdn.microsoft.com/Profile/istanaslot888
https://istanagacor.vercel.app/
https://istanaslotgacor.wixsite.com/istana-slot
https://social.msdn.microsoft.com/Profile/istanagacorslot
istana slot
istanaslot
https://istanagacor.bloggersdelight.dk/
https://www.zillow.com/profile/istana3com
https://www.zillow.com/profile/helmipaten777
https://telegram.me/s/situsslot
https://istana-slot-gacor.pages.dev/
https://gangsterslot.pages.dev/
Situs Togel Toto 4D https://istana-slots.blogspot.com/ https://www.bing.com/news/apiclick.aspx?ref=FexRss&aid=&url=https%3A%2F%2Fistanaslot.vip%2F&setlang=fr https://maps.google.com/url?q=https://istanaslot.vip/ https://kohls.onelink.me/fJYr?pid=Email&af_dp=kohlsapp://&af_web_dp=https://istanaslot.vip/&icid=hpmf-appdownload https://telegram.me/share/url?url=https://istanaslot.vip/ https://t.me/share/url?url=https://istanaslot.vip/ http://orangina.eu/?URL=https://istanaslot.vip/ http://intranet.candidatis.at/cache.php?url=https://istanaslot.vip/ https://data.fundaciotapies.org/kms/mod/emailing/openMailCheck.php?url=https://istanaslot.vip/ https://accounts.cancer.org/login?redirectURL=https://istanaslot.vip/