Loyalty Program / Campaign of the Year : Vinnies Victoria
Since launching Vinnies VIP Club in June 2019 , Vinnies Victoria has grown the loyalty program to more than 160,000 customers . And the timing couldn ’ t be better .
The secondhand market is booming , which means op shops like Vinnies need to give their customers a reason to continue shopping with them as opposed to their competitors . Vinnies Victoria conducted extensive research to identify and deliver the key benefits that customers wanted from a loyalty program , such as the ability to earn points with purchases that can be redeemed in-store , exclusive offers and birthday gifts .
This has resulted in strong uptake of the loyalty program . Around 39 per
Vinnies Victoria has demonstrated that it is listening to its customers , making them feel valued .
cent of transactions involve a VIP card , although the retailer ( humbly ) hopes to see that figure reach 100 per cent . It recently started offering member-only discounts and rewards and plans to launch a tiered loyalty program , which will see the top 5 per cent of VIP Club members receive special rewards .
When stores were shut during Victoria ’ s hard lockdown last year , Vinnies Victoria took the opportunity to rebrand its welcome and reward EDMs , so that the colours , font , layout and language were more in line with its corporate branding . It also overhauled the content of its EDMs to be more dynamic and started doing more targeted segmentation . This has resulted in a higher click-through rate and fewer unsubscribes .
Vinnies Victoria has also increased its communication around the topic of sustainability , after learning that it is an emerging reason customers visit its stores . In July 2020 , the op shop became certified as a carbon neutral service , an Australian first . And it now includes a ‘ factbox ’ with information about textile waste and recycling in its EDMs .
By implementing changes based on research and customer feedback , Vinnies Victoria has demonstrated that it is listening to its customers , making them feel valued .
What the judges said : “ With 160,000 members and already 39 per cent of store transactions being with members , it ’ s had quick success and obviously impacted positively on loyalty and sales .” Robert Stockdill , head of news , Inside Retail ►
May 2021 www . insideretail . com . au | 47