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The Bonus Scheme
Electronic Loyalty Systems Applications in the Retail Environment
Consumer Loyalty Systems
Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behaviour, behaviour which is potentially of benefit to the firm.
In marketing generally and in retailing more specifically, a loyalty card, rewards card, points card, advantage card, or club card is a plastic or paper card, visually similar to a credit card or debit card, that identifies the card holder as a member in a loyalty program.
The card or token is used as part of a loyalty system that is an IT infrastructure system consisted of back-office software applications, front-office software applications, communication links, security subsystems and card acceptor / reading terminal points. The loyalty program and the loyalty system usually are parts of a broader loyalty business model.
The Bonus Scheme™
The Bones Scheme™ is a card based electronic loyalty system by means of hardware, software and procedures that enables retailers to execute one or more loyalty programs.
Principles
Card based electronic loyalty programs take advantage of retailers’ point-of-sale systems to keep track of purchases made with retailer’s proprietary card.
A Loyalty card application can attract individual customers and give them motivation to be loyal to the brand introducing the loyalty scheme.
In return for their continuing patronage, consumers are rewarded with discounts, free items, bonus points, gifts or other incentives.
Features
Identifying and segmenting the customer base.
Improved promotional and merchandising effectiveness.
Modifying customer buying patterns.
Providing instant payoffs at the point of sale.
Benefits
Foster customer loyalty.
Encourage repeat business.
Boost sales for the merchant.
Provide significant marketing data for further analysis and definition of marketing and promotional actions.
Advantage™: a multi-merchant, multi-game, multi-channel with electronic purse capabilities loyalty platform. Advantage™ is provided as a licensed system or as a managed service (hosted application).
Web Advantage™: a web based, a multi-merchant, multi-game, multi-channel with electronic purse capabilities loyalty platform.
rewardMe™: a single merchant, single game loyalty system loyalty platform.
