Loyalty Goals

Loyalty Promotions with collectibles are a scarce phenomenon in Poland. E.Leclerc was one of the first to offer a loyalty promotion to its customers. By being one of the first, E.Leclerc’s strategy was to improve the overall results from their stores as well as generating free publicity surrounding the promotion. On the investment side, E.Leclerc was looking for ways to share the costs with other parties.

Strategy

Nebus Loyalty developed a concept based on the popular comic figure Garfield. Customers had the chance to collect 36 different domino stones featuring Garfield and the other main characters from the comic. In order to reduce the level of investment needed by E.Leclerc, Nebus developed special packages that offered FMCG brands attractive ways to improve sales by giving away extra domino stones or domino points. This greatly decreased the level investment for E.Leclerc which enabled them to offer an interesting loyalty promotion to their customers. Next to the FMCG packages, Nebus Loyalty was responsible for the concept development, sourcing, production and development of Point-of-Sale materials.

Results

With the participation of FMCG brands, Nebus Loyalty provided E.Leclerc with a cost-efficient way of carrying out a loyalty promotion, which led to positive free publicity for the chain and proving its attractiveness as PR-tool.