Having led the way with round-pound price points, Iceland is now looking to stay ahead of the game with a new flexible loyalty promotional strategy.
The retailer will use intelligent new technology to allow it to chop and change promotions instantly. So while the recent spell of unseasonal hot weather caught out some retailers, the new system developed by Clarity Retail Systems will, in future, allow Iceland to capitalise.
Shoppers who swipe their Bonus cards at the till will receive offers printed on the back of their receipts. "By using the back of receipts you can switch to an entirely different promotional message immediately, as opposed to pre-planned leaflets and vouchers," said a spokesman for Clarity. "If there is a sudden weekend of blazing hot sunshine then the promotion can be for disposable BBQs, sausages, wine and ice cream. Or if there was a weekend washout and Iceland needed to shift a load of excess beer, they could offer a beer promotion on the Monday and Tuesday."
Added Iceland executive director Nick Canning: "We can deliver even more personalised and instantly rewarding promotions and offers. It gives us unprecedented marketing control."
Iceland could also deliver individual promotions for shoppers, although that is not on the horizon yet. "The system allows that flexibility" added the spokesman.
Iceland will also save on its marketing budget as it changes promotional tactics. "Iceland used to send vouchers and letters out every quarter," he added. "But with this solution there is practically no cost."
"The new system will deliver a significant reduction in costs," agreed Canning.
Iceland also plans to boost the popularity of its Bonus card scheme by launching a huge instant win prize promotion, timed to coincide with the new series of "I'm a Celebrity". Shoppers who swipe their Bonus card at the tills will receive money off shopping, free products, trolley dashes and big ticket items.
The retailer will use intelligent new technology to allow it to chop and change promotions instantly. So while the recent spell of unseasonal hot weather caught out some retailers, the new system developed by Clarity Retail Systems will, in future, allow Iceland to capitalise.
Shoppers who swipe their Bonus cards at the till will receive offers printed on the back of their receipts. "By using the back of receipts you can switch to an entirely different promotional message immediately, as opposed to pre-planned leaflets and vouchers," said a spokesman for Clarity. "If there is a sudden weekend of blazing hot sunshine then the promotion can be for disposable BBQs, sausages, wine and ice cream. Or if there was a weekend washout and Iceland needed to shift a load of excess beer, they could offer a beer promotion on the Monday and Tuesday."
Added Iceland executive director Nick Canning: "We can deliver even more personalised and instantly rewarding promotions and offers. It gives us unprecedented marketing control."
Iceland could also deliver individual promotions for shoppers, although that is not on the horizon yet. "The system allows that flexibility" added the spokesman.
Iceland will also save on its marketing budget as it changes promotional tactics. "Iceland used to send vouchers and letters out every quarter," he added. "But with this solution there is practically no cost."
"The new system will deliver a significant reduction in costs," agreed Canning.
Iceland also plans to boost the popularity of its Bonus card scheme by launching a huge instant win prize promotion, timed to coincide with the new series of "I'm a Celebrity". Shoppers who swipe their Bonus card at the tills will receive money off shopping, free products, trolley dashes and big ticket items.
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