SMEs expect more added value from Loyalty Programmes (METRO Cash & Carry study results)
In 2014 METRO Cash & Carry, leading international wholesaler with over 750 stores present in 26 countries launched the initial stage of its global loyalty programme. Since then, more than 1.5 million of professional customers: restaurants, small retailers, hotels, and other independent businesses have become members of METRO loyalty program. It already successfully operates in 6 countries and this year is about to be introduced in 6 additional markets including China and France.
“As the global loyalty programme model proved to be successful, only adapting to Country specific market and strategy, we decided to enhance the proposition with even more added value for our customers. We are planning to introduce a Services & Partners concept full of unique customer benefits sourced by METRO and other renown Multinational players” explains Igor Bagnobianchi, Head of Loyalty Programme CRM at METRO Cash & Carry .
Looking for the globally established leader in CRM & Marketing management services METRO turned to Comarch – expert with more than 20 years of experience gained through over 50 loyalty projects worldwide. Comarch innovative research approach combined both declarative and behavioral data to understand customer expectations. It questioned 17,000 METRO customers and found that more than 70% of them are interested in seeing and using added value services in store and multi-partner benefits.
“The Focus Groups we conducted for METRO following the online study emphasized the opportunity to invest in unique differentiators such as personalized communications, in-store VIP treatment and Partner sourced benefits” states Marcin Sobek, Comarch CRM Managed Services Director, responsible for the study. SME customers strongly appreciate the concept with 81% of them giving top scores to services related to planning their shopping, same result as for ensuring best quality and conditions. Moreover, third party deals and discounts are appreciated by 69% of business customers.
“Even though the study asked business owners from countries as distant as Spain, Russia, India or Turkey we experienced surprisingly contiguous results. Wherever they live, our customers are entrepreneurs sharing the same business challenges and passion to succeed; and this strengthens our dedication in providing globally sourced support to them”, explains Igor Bagnobianchi.
The study was conducted between September and December 2014 in 11 countries where METRO or Makro brands are present.
