COCO
June 4
Written by Michelle Thomsen
« We like that we can customize the campaigns exactly the way we want »
Coco is an exclusive clothing store in Skien that focuses on Scandinavian fashion and design. We at Diller interviewed store manager Heidi Andresen to hear about her experiences with the loyalty program they established in December 2020.
Store Manager Heidi Andresen at the clothing store Coco
When customers shop in the store, we ask them if they want to become members and tell them that they will receive gift certificates after a certain amount of spending, invitations to events and other benefits. No one says no!
Why did you start a customer club?
We wanted to create a closer bond with our customers and at the same time offer our loyal customers some extra nice benefits.
What made you make the decision to start up?
We had been thinking about it for quite some time, and in connection with the opening of the online store, we took the step in December 2020. We already have many loyal customers who we wanted to give extra benefits by being members of our customer club. So it was a good fit to set up Diller at the same time as the creation of the online store.
How did you hear about Diller?
We received a recommendation from Erik Wenås at Protekt IT, who is our dealer of cash register equipment. We are also very happy with the cooperation – and with the customer club. And last but not least, our customers are very satisfied!
What do you consider to be the most important advantages of Diller?
We like that we can customize the campaigns exactly the way we want. It's easy to manage campaigns and activities. We have what we call "total customers" who shop a lot with us, and they get extra benefits based on their purchases.
« Previously, before we had a customer club, we often made a difference between loyal customers, by giving some an extra item while others got a discount. It became more random. Skien is a small place, and it is important that the program has now become completely the same for everyone, so that customers get the same good discounts and benefits, depending on their level of purchase. It becomes fairer for customers. »
What kind of results have you seen so far?
We see that the customers are very satisfied! We also feel that they now come to us more often only when they need something, meaning that we have become their preferred store. Then we think that the customer club has been successful.
Do you have examples of successful campaigns?
When we started the sale in January, we sent an SMS to members saying they could come one day before the sale started and that they would get an extra 10% discount on the sale items. It was very well received, and we saw a noticeable effect on sales.
“We will be much more active with the customer club when the city reopens after the corona lockdown. Then we will not only focus on discounts, but even more on experiences. We have always worked with events, and now we will connect them to the customer club. We believe that customers really appreciate such benefits. For example, it could be collaboration with a supplier from a brand we carry, and we invite 15 people to a viewing, catering and goodie bags.”
How important was it that Diller is integrated into the box office?
This was extremely important to us, because then all the systems are connected and the customers get a better experience. Integration makes it easy for us to handle cash and customers in a busy everyday life.
How do you recruit members to the customer club?
We recruit members through customer visits to the store, meaning those who physically come to the store. We started recruiting members when the sale started in January. We told customers that they got 50% off their sales by joining the customer club. No one said no!
After the sale ended, we continued to ask customers at the checkout after each sale. We ask if they want to become members, and that they will then receive gift certificates after a certain amount of spending, invitations to events and other benefits. Still no one says no. We are also keen to say that they will not be pressured, because we do not want that. This should be a positive and exclusive offer for them, and we understand that our customers think the customer club is.
“Eventually we will also recruit members in our online store, but we haven't gotten that far yet. We will be more active with the customer club in the future and look forward to inviting our members to enjoyable activities and campaigns.”
The solution for Coco is delivered in close collaboration between Protekt IT , PCKasse and Diller.