Some secrets of our success…

Felicity Evans • Oct 14, 2015

Picture: picjumbo.com

Recently, two of the big four supermarkets, quietly and without fanfare, reduced the monetary value of their reward points. In an age of increasingly sophisticated, technology-driven marketing, reward cards feel cumbersome and passé: a one-note tune played on a loop to an increasingly underwhelmed customer base. Money-off vouchers, that expire and get lost in your purse and are never for stuff you actually buy; and reward points, that seem depressingly low when you tot them up after six months of spending the fat end of £150 on groceries every week – it all feels very 1995.

Some businesses are doing their best to catch up: retailer John Lewis has added innovations to its loyalty card scheme, such as alerts for forthcoming sales, in order to make it feel fresh and more… well, rewarding. But these innovations aren’t great because they’re attached to reward cards, they’re great because they’re attached to John Lewis, who have one of the strongest, most trusted brands not just in the retail sector, but in the UK. John Lewis is using brand as the engine of its decision-making, not weighing up customer allegiance against pounds and pence on a balance sheet.

Developing a strong brand that our customers like and trust is something that we have done from day one. At Recruit Mint, client service and client commitment are two sides of the same coin, and we never aim to appeal to people by simply offering them something that someone else can easily give them – and we certainly don’t just fall in line and do what everyone else is doing. Building relationships, putting clients front and centre of everything we do, and thinking about how our offer can really improve people’s lives – day in, day out – is the secret of our success. Now that is rewarding.

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