Benchmarking the Lucky Charm Rewards Program 414% up

As readers here know we are benchmarking closely this rewards program which we wrote, which is on a scale that no-one has ever attempted in the newsagency marketplace.

The Lucky Charm Rewards program
On the 23/September, had 25,000 members
On the 29/September it had 30,000 members
Although it is not yet officially announced, I can tell you it now has over 35,000 members.

Much of the problem is that many people can sell newsagents products, as such the reasons for selecting newsagents as the point of purchase can often be trivial. That is why a rewards program is so necessary.

Here is what the newsagent at "The Lucky Charm Southern River" had to say about the program.

Dear all;

Thought we would share our good news story regarding the rewards card.

I asked one particular lady if she wanted to sign up a while ago and she said, “No thanks I live in the country and only travel past here once a month to see my parents” Of course I replied, “One entry into the draw every month is better than none” and she joined up.

She came in again late last night – she bought a Mon Marte Easel from us. It turns out she belongs to a large art community in Boddington. She said she loves the service she gets here and she is quite impressed with our art supplies. We sent her away with a Mon Marte Catalogue and our contact details, she is going to talk to the President of the Art club and see if we can’t become their supplier.

“Can I use my rewards card for this transaction?”, she asked? “You most certainly can we said! “

If we did not sign her up she could of stopped at any newsagent to get her parents magazines – the Rewards card bought her back to us and look what business we are potentially going to receive from this!!!

We love the rewards program…



Benchmarked figures

One area of improvement we did not expect to see was the number on customers who continued to purchase this combo the next week. As reported the first week of W/day and Ok Weekly promotion combo proved to be an outstanding success.

Here are the Woman' Day and Ok Weekly Sold as a combo Monday 26 Sept to Thursday Sat 1 October which as I previously noted in a past article we are using as a benchmark. As you can see they are good.

Shop Name Transaction Date & Time
TLC CITY RAIL 26/09/2011 8:39:25 AM
TLC CITY RAIL 26/09/2011 12:05:40 PM
TLC MADDINGTON 26/09/2011 12:15:45 PM
TLC MELVILLE 26/09/2011 1:23:37 PM
TLC MELVILLE 27/09/2011 12:15:22 PM
TLC MIDLAND 26/09/2011 2:06:30 PM
TLC MIRRABOOKA 26/09/2011 11:53:35 AM
TLC NORANDA 26/09/2011 2:09:29 PM
TLC ROCKINGHAM 26/09/2011 12:12:56 PM
TLC TOOWOOMBA 26/09/2011 8:14:28 AM
TLC TOWNSVILLE 26/09/2011 8:53:29 AM
TLC WARNBRO 26/09/2011 3:46:36 PM
TLC MELVILLE 27/09/2011 12:15
TLC MADDINGTON 30/09/2011 13:09

Now see what happens as the accelerator rewards program bites in from the transaction log of the same combo of Woman' Day & Ok Weekly, benchmarked group sales sold from Monday 3 Oct to Saturday 8 October. 414% more.

Shop Name Transaction Date & Time
TLC BALDIVIS 3/10/2011 12:09:41 PM
TLC BALDIVIS 3/10/2011 1:18:50 PM
TLC BALDIVIS 3/10/2011 2:02:36 PM
TLC BROADBEACH 3/10/2011 5:47:14 AM
TLC CALAMVALE 4/10/2011 12:45:41 PM
TLC CENTREPOINT 4/10/2011 8:11:36 AM
TLC CENTREPOINT 4/10/2011 3:16:23 PM
TLC CITY RAIL 3/10/2011 6:10:40 AM
TLC CITY RAIL 3/10/2011 6:53:09 AM
TLC CITY RAIL 3/10/2011 8:21:26 AM
TLC CITY RAIL 4/10/2011 7:09:39 AM
TLC CITY RAIL 4/10/2011 1:27:46 PM
TLC HERVEY BAY 4/10/2011 6:59:06 AM
TLC MADDINGTON 3/10/2011 12:09:48 PM
TLC MELVILLE 3/10/2011 4:59:40 PM
TLC MIDLAND 3/10/2011 9:49:37 AM
TLC MIRRABOOKA 3/10/2011 12:02:50 PM
TLC MIRRABOOKA 3/10/2011 1:12:03 PM
TLC MIRRABOOKA 3/10/2011 1:43:49 PM
TLC MIRRABOOKA 4/10/2011 8:36:12 AM
TLC MIRRABOOKA 4/10/2011 8:49:42 AM
TLC NOOSA FAIR 4/10/2011 11:12:27 AM
TLC ROCKINGHAM 3/10/2011 12:25:54 PM
TLC SOUTHERN RIVER 3/10/2011 11:47:12 AM
TLC SOUTHERN RIVER 3/10/2011 12:17:48 PM
TLC SOUTHERN RIVER 3/10/2011 3:53:21 PM
TLC TOWNSVILLE 3/10/2011 6:08:39 AM
TLC TOWNSVILLE 3/10/2011 7:28:18 AM
TLC TOWNSVILLE 3/10/2011 11:02:58 AM
TLC VICTORIA PARK 3/10/2011 9:22:24 AM
TLC VICTORIA PARK 3/10/2011 11:44:57 AM
TLC VICTORIA PARK 4/10/2011 12:59:49 PM
TLC WARNBRO 3/10/2011 10:49:55 AM
TLC WARNBRO 3/10/2011 11:26:43 AM
TLC BULL CREEK 5/10/2011 12:35:20 PM
TLC GREENWOOD 5/10/2011 8:51:47 AM
TLC MIDLAND 5/10/2011 12:43:03 PM
TLC MIRRABOOKA 5/10/2011 8:42:21 AM
TLC QVB NEWS 5/10/2011 9:19:16 AM
TLC ROCKINGHAM 5/10/2011 3:14:59 PM
TLC SOUTHERN RIVER 5/10/2011 10:15:41 AM
TLC TOWNSVILLE 5/10/2011 8:55:01 AM
TLC TOWNSVILLE 5/10/2011 1:20:31 PM
TLC WARNBRO 5/10/2011 4:03:55 PM
TLC WINDAROO 5/10/2011 11:12:26 AM
TLC BALDIVIS 6/10/2011 9:05:27 AM
TLC VICTORIA POINT 6/10/2011 11:22:20 AM
TLC WINDAROO 6/10/2011 5:00:50 AM
TLC MADDINGTON 6/10/2011 13:08
TLC SOUTHERN RIVER 6/10/2011 16:18
TLC GREENWOOD 7/10/2011 11:44:23 AM
TLC ROCKINGHAM 7/10/2011 11:59:28 AM
TLC NOOSA FAIR 8/10/2011 10:10:41 AM
TLC NORANDA 8/10/2011 12:02:07 PM
TLC MADDINGTON 8/10/2011 3:31:36 PM
TLC MIDLAND 8/10/2011 3:52:22 PM
TLC MIDLAND 8/10/2011 4:40:10 PM
TLC HERVEY BAY 8/10/2011 9:08:59 AM

Overall from the previous week to this benchmark to this week the improvement was 314%.

Here are some more figures, Hallmark cards sales with reward customers, posty and pre promo the number of customers went up 66.3%, the basket size went up only slightly from $7.43 to $7.66 but total sales went up 69.1%.

Magazines sales to reward customers had a 300% increase which is tremendous although the initial amounts were not high.