Nowadays, it's not difficult to find a supermarket offering a loyalty program. Due to the constant need for shopping, customers have greater chances of becoming loyal, and the recurrence shows the success of the company.
As a market model, the chosen company is Carrefour, which has been conquering more territory every day. It ranks first among the largest supermarkets in Brazil, with revenue of 74.7 billion. So, come learn from this giant.
Loyalty Program
The name of this supermarket's loyalty program is Meu Carrefour. The biggest highlight of this program is the coins customers receive when purchasing certain products. Besides the coins, customers have access to coupons and offers.
The coins are valid for 90 days. They are received monthly and every time a purchase is made using the CPF. Purchases are not limited to the market; they can also be made via the App, gas stations, and drugstores of the same network.
Registration in this loyalty program is done through the App. The customer must provide CPF, first name, last name, date of birth, email, and phone number. Through the App or website, they can track their performance in real-time.
Redemption of coupons and coins can only be done through the App. So far, you can see that the loyalty program is very simple, but it starts to shine when marketing comes into action. See how Marketing strategies have made this program grow.
Marketing
The advertising for the loyalty program starts at the top line, with the drawing of a coin, written next to it “meu Carrefour”. Besides this moment, the coin also appears on each product page, below the “buy” button.
When the customer clicks on the coin, it opens a landing page for the supermarket's loyalty program. It becomes clear that this page was created to convey a sense of relaxation.
The vibrant colors and the contrast created between yellow and purple encourage the customer's attention to stay on the screen. Additionally, the verbal language conveys the message in a playful manner.
Words like “unlock”, “transform”, “challenges”, “mission”, and “reward” give the impression that the reader is going to participate in a game, which they will win every time they shop at Carrefour.
The image of the coin reinforces the game concept, making the gain more tangible to the customer. Thus, they will feel more pleasure in becoming loyal to this supermarket.
The customer reads that purchases are transformed into rewards and also has access to a rewards list. This list proves the customer's gains and can inspire the desire to achieve, encouraging them to focus their shopping on this supermarket.