Shoppers want to be rewarded

In the competition for customers it isn’t enough anymore if retail chains communicate the good prices they offer. FMCG retail is in an orientation phase at the moment all over the world. Consumption habits are changing rapidly, customers are visiting more stores not just one, and with the help of technology they can easily check the uniqueness or the bargain-factor of promotional offers. – TCC has been developing programmes for 20 years in order to earn the loyalty of customers – told Manfred Litschka, TCC’s (The Continuity Company AG) regional sales director in Switzerland, Central and Eastern Europe and the Mediterranean who is responsible for 25 countries. Based on their research they develop mechanisms customised to individual partner needs, providing solutions that work the best in a given country’s given retail chain in a given period. In their UK (London) and Switzerland research and development centres they collect the experiences from loyalty promotions implemented in 60 different countries. Every year they realise about 250 programmes all over the world. The knowledge base they build from the many ideas, implementation experiences and the conclusions drawn serve as a unique background for the development of new loyalty programmes. – First we always learn about the partner’s ideas and strategic objectives, the related activities and special characteristics. Based on these we develop our suggestions for the theme of the loyalty building programme, for its mechanism, messages and communication channels – added Adrienne Nagy, sales director of TCC’s Hungarian affiliate. TCC firmly believes that in addition to emphasising rational factors and the many times used price discounts, it must be made clear that these days shoppers want more. They can only be involved, made devoted and loyal by using activities that involve emotions. Consumers own loyalty cards issued by 3-4 retail chains and a growing number of them are buying online, so the moment of making the purchasing decision, the experience, being special and exclusive are getting more important than ever before. It is key to inform shoppers about loyalty promotions in as many channels as possible, but the most important is the point of selling – reiterated Mr Litschka. Ms Nagy revealed that they give a detailed implementation plan for this and they develop POS/POP tools after collective brainstorming. It is best if the store staff also feel that the loyalty programme belongs to them, if they care about it, they can identify with its objectives and they like the tools being used. Another important element is the offer. The customer must feel that they get the recommended thing at a very good price and that the thing itself represents real value for them. Using modern technology is in the heart of TCC’s development activity as no loyalty programme can be organised these days without hi-tech elements. In addition to physical reality virtual presence, microsites, online games and various applications make activities more exciting and involving. 2014 was a record year for TCC. The number of partners grew and in addition to hyper- and supermarkets, petrol stations, convenience and drugstore chains discount stores started to become more active in organising loyalty programmes. – We have definitely taken a step in the direction of high-quality, one of a kind, personalised and society-related solutions, where research, Shopper Insight and locality all play key roles. This is the way of the future – Manfred Litschka concluded the interview(x)

Manfred Litschka, a TCC regionális értékesítési igazgatója és Nagy Adrienn, a TCC magyar leányvállalatának kereskedelmi igazgatója