Validation of accounts

There appear to be no validation of your email or mobile numbers. This is not obtrusive and if all data is correct, there is no problem but not what loyalty providers now would consider best practice. Also there appears to be a disconnect with someone who joins in store with mobile and being able to set-up a password

This does however cause issue – I simply gave my mobile in store – and then I can’t seem to tie this up with an online account when I join. Still trying to work this out and will test again when I go into store.

Welcome Email Message and offers

If you sign up in store, you don’t get a welcome sms. If you sign up online – there is no welcome offer, you will discover that the welcome email does come, however it is triggered overnight so turns up on the following day, so while not terribly bad, you don’t get an immediate confirmation or recognition that either validates your email or informs you that you joined correctly and everything is OK.

So, while the email delay is just a matter of good practice, I would also consider that a rewards programs should provide a call to action to encourage customers to come back in store and use their the program again – this is the key, to ensure that the program has ‘stuck’.

Program Clarity

The program takes a second read to fully appreciate understand, as it a split of basic rewards that you get for your standard purchases, but some of the real benefits come from the supplier kickbacks, called “Brand Cash”. For these you need to purchase sponsored brands products, and you will receive 15% back in the form of cash to use.

There is a great video which explains the program and is located on the site Simple, clear and very well produced

Staff Engagement

In the store I visit – the staff are excellent and will ask for your rewards or mobile number on every visit, in a very friendly and non-intrusive manner. I would suggest that the program is well embedded into the culture

Area	Reason	Rating (out of 10)
Sign up at POS	Very simple and quick experience. Fast and not complex	9
Online Sign up?	Simple clear and easy – but you don’t get a confirmation email for clarity. There is also a disconnect if you enrolled in store with just your mobile.	5
Capturing Consumer details	Good forms – very easy	9
Identifying customers	Cards aren’t use any more but easy enough with mobile number. Ordering online easy login	9
Privacy Matters	Clear. There is a section in the profile to opt for sms or email coms	9
Update personal details	Easy and clear	9
Changing Cards or idents	No cards, easy enough it seems to change email – but no validation of emails	6
Base Level Rewards	The 5% base level rewards is very reasonable. Additional rewards dollars for services and which are convertible to any product in stores	7
Bonus Rewards	These range from triple points on grooming services to a very generous 15% cash back (conditional) on branded purchases	10
Birthday or other	Nothing it seems for humans there are areas in some forms to add your birthday (for the account holder, but not others)	0
App useability	All pretty good
Receipt Messages	Have clear messages on receipt along with customer name	10
Welcome Offer	No welcome offer or call back	5