Wholesaler Parfetts is to run its loyalty points scheme indefinitely because of “overwhelming customer response” at its six depots.
The scheme was originally designed as a 15-week ‘thank you’ for shopping with the business from May to August, rewarding customers with loyalty points on selected lines.
But Greg Suszczenia, joint MD of Parfetts, said the group and its customers liked the principle of loyalty points so the scheme would continue. “It’s like we are building a brand,” he said.
The points can be redeemed from the Parfetts Shop-Equip catalogue by ringing a dedicated number. Items are delivered directly to customers’ stores and Parfetts pays Shop-Equip with the points accrued.
The rewards include display refrigeration, modular shelving, point of sale counters and cash control items.
Some 40 suppliers have signed up including Heineken, Molson Coors, Carlsberg, JTI, Diageo and Unilever.
Suszczenia said all customers were automatically registered to participate in the scheme and there had been about 30 redemptions to date.
Ten loyalty points are equivalent to £1 and Suszczenia said the average Shop-Equip purchase was £300, which equated to 3,000 loyalty points.
Points vary according to the product purchased. A case of Absolut Blue Swedish Vodka, for example would reap 30 points whereas a case of 500ml bottles of Stella would yield five points, he explained.
“Suppliers use it in different ways to influence purchase.”
No comments yet