Financial Daily from THE HINDU group of publications
Thursday, Nov 20, 2003
Financial Daily from THE HINDU group of publications Thursday, Nov 20, 2003 |
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Marketing
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Promotions & Offers Weekender plans loyalty scheme for kids Anjali Prayag
Bangalore , Nov. 19 AFTER rewarding the youth for being its loyal customer, Weekender is now looking at a similar programme for its 4 to12-year-old customer group. The Bangalore-based readymade apparel company has launched a loyalty programme for children. Called `Superstar Kids Klub,' the programme will entitle members for a five per cent discount on every purchase of Weekender Kids or Toonworld merchandise. Members also earn points for every purchase made and can redeem these points for gifts. "The Superstar Kids Klub is the corollary to the `It's my Life' programme we launched for our young adult customers two years ago," said Mr Govind Mirchandani, President and CEO, Personality Ltd, which owns the Weekender brand. The `It's my Life' programme has 50,000 members across the country and the company is planning to offer the kids' card to at least 30,000 customers all over the country soon. The programme was informally launched at Bangalore on November 14 and will cover all the 52 stores in the country within a week, he said. The purpose of the programme, according to Mr Mirchandani is to track Weekender's loyal customers and build a relationship with them. "We also want to determine their purchase preferences and update them on the latest trends." Through this loyalty programme, the company is looking at retaining children as its customers and graduate them into the Weekender brand when they are 15 till they are 21. "Which means we are looking at having at least a 15-year relationship with them," stated Mr Mirchandani. The loyalty programme was the outcome of a finding which revealed that in the at the Weekender stores, 75-80 per cent of the sales is repeat purchase. "So, we thought why not reward these young customers?" Also children today are trendy and serious customers. They have the right of selection either directly or indirectly, he felt.
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