Loyalty goals

Coop is the second-largest retail chain in Switzerland, with 1,400 stores and an annual turnover of €10.5 bn for 2008. For over 10 years, Nebus Loyalty has been the full-service provider for the Coop Supercard loyalty program. Initially, the goal of the programme was to use loyalty-marketing strategies to improve the Coop brand loyalty and recognition.

Strategy

Nebus Loyalty manages all aspects of the Coop Supercard behind the scenes.
When using the card, customers collect points and benefit from a loyalty discount. The points can be exchanged for desirable big-branditems – always with a manufacturers warranty – or be used as payment in a limited number of Coop City stores. Through the Coop Supercard web site, customers can check their balance and order their rewards on-line.
A dedicated, 8-man-strong Nebus Loyalty expert team and around 100 Nebus Loyalty Customer Call Centre and Customer Helpdesk employees offer a series of services: Purchasing management, personalised home delivery of the reward products, and all communication services, account management and reporting. To ensure an optimal customer experience, the gift selection on the Supercard website is updated and expanded monthly.

Results

Its longevity alone indicates how effective the programme is: Running since 1998, to this day it is one of the most successful loyalty programmes in the world. Coop books an ever-increasing number of points spent, and the number of customers using the loyalty card remains very high.