# FREDRICK & LOUISA

June 4

Written by [Michelle Thomsen](https://www.diller.io/kundecaser?author=68dcdd31da058430edacd564)

## "We wanted to build loyalty and draw customers closer to us"

Fredrik & Louisa is a nationwide perfume chain with 50 stores from Kirkenes to Kristiansand, as well as an online store. The first Fredrik & Louisa perfumery was founded in Oslo in 1984, and they sell luxury products from the beauty industry's leading brands.

Stine Handley, Administrative Manager and co-owner of Fredrik & Louisa

We at Diller interviewed Administration Manager Stine Handley at [Fredrik & Louisa](https://fredrikoglouisa.no/) to hear about their experiences with the transition to the Diller customer club in April 2021.

> _“We are seeing good results from the loyalty program. The immediate feedback comes from store employees, who notice that customers are coming into the stores just 5-10 minutes after we send out an SMS. We believe that SMS is the best tool to reach members well, since it is personal and direct.”_

### **Why did you start a customer club?**

We wanted to build loyalty and draw customers closer to us, so that it wouldn't be a matter of chance which perfumery you go to to buy what you need. We wanted to make a difference and give customers good reasons to come to us. We were very clear that it is important to have a good loyalty program – we simply saw the need.

Our goal is to create shopping experiences that hopefully exceed customers' expectations. We try to run the customer club in a way that makes our customers find it both enjoyable and useful to be a member.

> « The customer club is a marketing platform that is part of our marketing budget. Communication to club members via SMS and email reaches customers more directly than much other marketing. It is cost-effective and works well for us. »

### **What kind of results have you seen so far?**

We are seeing good results from the loyalty program. The immediate feedback comes from store employees, who notice that customers are coming into the stores just 5-10 minutes after we send out an SMS. These SMS have a great effect. We believe that SMS is the best tool to reach members well, since it is personal and direct. We make sure to have a good mix of email newsletters and SMS campaigns, so that customers do not receive too many inquiries from us, because we do not want to be "fussy".

For now, we do it quite simply; we send SMS campaigns every month with a great offer and a simple message. We see that this is effective, and that customers respond by coming to the store and shopping with us.

### **Do you have examples of successful campaigns?**

Campaigns that offer 30% off a product of your choice or category campaigns on, for example, skincare, are always very successful. Once you have the customer in the store, there are often additional sales of other products beyond the product on offer, so we see that such campaigns pay off well.

> _“We also believe that there could be good potential in inviting loyal customers at a certain bonus level to an invitation to a skincare night in the store or other relevant and exclusive events. It doesn't always have to be offers that drive loyalty. The best thing is a good combination. We look forward to doing more of this in the future.”_

### **How important is it that Diller is integrated with the checkout?**

It was simply crucial!

### **What do you think about the collaboration between you, Diller and Dekon?**

We were recommended Diller by Fredrik Halvorsen at [Dekon](https://dekon.no/), who is our supplier of POS systems. It has been a great collaboration between the parties. I must especially highlight Knut Ole Hauge at Diller, who has been phenomenal at coming on short notice when there has been something.

### **How did you get started – and how do you recruit members?**

We started with Diller in April 2021 and we are very pleased with the recruitment of new members to the customer club. We had 85,000 members from our previous customer club database when we started, and after just over six months we have doubled this to 170,000 customers in our member base.

> « Recruitment takes place in store, and all employees ask customers who shop with us if they want to become a member. They tell us about the welcome gift, which is a 30% discount on an item of your choice, and that they save a 2.5% bonus for every purchase. We see that this works well. »

### **What do you think about the potential of segmenting the member base?**

We believe that this is important and that it will enable us to create really good concepts and benefits for our members. We look forward to taking this even further in the future. Both segmentation by demographics and interests, but also campaigns based on purchase history are interesting. For example, it can be good to have campaigns targeting inactive customers with a good offer to get them to come back to the store.

### **What do you see for yourselves in the future?**

Consumers today are not necessarily super loyal, so it's about having a loyalty program that makes them _enjoy_ shopping with us. We always have great offers, but last but not least, we try to create great shopping experiences. If a customer leaves the store with a bag full of goods, then it's a happy and satisfied customer who has had a good customer experience.

> _“We envision having around 250,000 members within the next year, and it is more important to us that we have active customers in the base than that we have the most members possible. We must have the right customers. We look forward to developing the customer club further, so that it is also an important part of creating these good experiences.”_