TENGESDAL SPORT

June 4

« Customer club is the absolute best method to get more sales in store »

Tengesdal Sport in Egersund was established as Egersund Maskinforretning as early as 1918, and the store is currently run by Tone Tengesdal Stavnheim, who is the 4th generation. The company has developed greatly over the years and today appears as a modern and customer-friendly store, with a large selection of products and friendly service.

Tone Tengesdal Stavnheim, general manager at Tengesdal Sport

Tengesdal Sport is part of the Stadion chain . We at Diller have interviewed Tone to hear about her experiences since the start of the customer club in 2020.

“Advertising has to be planned 2 weeks in advance, but then the campaign can be completely irrelevant. We can turn it around in a flash! We can launch a campaign overnight, because Diller helps us get it out right away. This is absolutely invaluable to us.”

Why did you start a customer club?

We started our loyalty program during the corona period, just before the summer of 2020. We had to think completely new. In addition to establishing an online store, I thought a customer club would be a great way to reach customers, since they couldn't come to the store.

“I'm very glad that we started a customer club at that time. It has resulted in us reaching our customers in a much better way than before. We meet them directly by phone, and that means they come to the store when we have promotions.”

During the coronavirus pandemic, customers would never have seen the offer if it hadn't come to them on their mobile phones. Then they could have come into the store when it was open, or they could have shopped online.

What is the most important benefit of a loyalty program?

This is the cheapest way to reach customers, compared to other advertising and marketing.

“You can use Diller as much as you need without worrying about the costs. This solution is affordable for all stores!”

How do you use SMS to communicate with your members?

We have chosen to only use SMS messages for promotions, such as extra offers for members, so that we don't "push" too much. We are careful to tell customers we recruit in the store that there will only be 1-2 inquiries from us each month, and that there are only promotions and benefits for members.

" We don't want to be like the big nationwide chains that "pepper" customers with information. There should be a real benefit from us, and they have understood that - and they like it. We get very good feedback and hear that our customer club is the best they are a member of. We think that's nice to hear! "

How did you hear about Diller?

It was through the Stadion system, and I think it was mentioned at a trade fair, or maybe it came from a newsletter. We got a lot of calls to start an online store and customer club. We are very happy that we decided to start with Diller.

How did you get started with Diller?

First of all, I had an information meeting with Charlotte at Diller. The onboarding went very well, and I said that I had one condition to be able to start; namely that I get help with posts and campaigns. Charlotte said "we'll arrange that!", and she has sent out every time for me. It has been fantastic help to get from Diller.

If we find that it's quiet in the store, or the weather makes it a good time to run campaigns on relevant items, I can send out a message requesting a new campaign, and it will happen right away!

Are you seeing results in sales and turnover?

It's great to give discounts, because we get many more loyal customers who come by more often. When the customer sees items at full price, they earn bonuses, so it pays off for the members anyway. It also gives us good sales figures and margins.

“We give a 15% welcome coupon. We see that we often sell expensive items this way, while at the same time the customers are very satisfied and come back again, because they feel they have been treated well.”

How important is it that Diller is integrated into the checkout and on the website?

It is absolutely essential.

How do you recruit new members?

We recruit on websites and have posters hanging around the store, but 90% of our new members come from employees at the checkout asking if they want to become a member. Then we can explain the bonus program and promotions, and assure them that there will be no too much information from us. They understand that there are many good benefits to be had.

What would you recommend other Stadion stores do?

Especially for the stores in the chain that are a bit small and located on the outskirts, customer clubs will be a fantastic way to reach customers. These days we have to think about every penny that comes into the checkout, and Diller is the absolute best method to get more sales in store.

“Customers see this solely as a benefit and not a hassle. They feel like they are the ones getting the benefits – they are very happy about it.”

What do you think about the collaboration with Diller?

I think it works great! Support is quick to help, and that's important. Once I've sent in a text via email, everything is sorted out very quickly, so that's great. Very happy with you!