A simple and effective customer loyalty sign-up process

I buy lots of books. So when my local Borders salesperson asked if I would be interested in joining their loyalty program (ie discount vouchers) I naturally said yes.

The process was really well designed and thought through. I was impressed. Here’s what happened:

1. At the checkout, I was asked for just my email address.

2. 24 hours later, I received this small email. The 20% discount, the most prominent item on the “page”, was generous and unexpected. The second most prominent item was the call to action - click here.

3. A small form appeared. It was obvious I had to complete the form before I collected my coupon. And it was obvious what had to be filled in.

4. My coupon - yay! An interesting note was the one-line instructions to Borders checkout staff on how to ring up the coupon. What a simple and great idea. It helps the checkout person and me the customer!

Well done Borders.

2 comments on “A simple and effective customer loyalty sign-up process”

1. Kris Rao said:
   

   It may be a good idea from a marketing and design point of view. Should we be encouraging them?

   The element of friendliness and decent service is missing in the large bookstores these days and this reminds me of your earlier blog on “Anus and Robertson” who have started charging publishers to stock their books. Borders is famous for its “ignorant shop assistants”. Should we be encouraging these large chains who, as you said, see themselves as retailers and not as booksellers for a 20% discount?

   I think we should support independent book shops and help preserve a fast-disappearing piece of culture. Try some on Glebe or in Paddington. You’ll surprised at what you can find and more importantly, you’ll be rewarded in the personal service. Use the large chains only when you can’t get what you need from the small independent book stores.

   
   17 December 2007 at 12:34 pm
2. Andrew Boyd said:
   

   Hi Zern,

   I’ve been a member of the Borders loyalty program for maybe 12 months now and have usually found it to be a positive experience.

   To echo Kris’ statement - some Borders staff know little and care less, it is true. That said, most of their staff in the Canberra Centre store have been wonderful, and they have terminals I can go to instore that will let me know if the book I am after is in stock (and truth be told, if I wasn’t after something in a hurry, I would just order it from Amazon).

   I’ve enjoyed some wonderful bargains through the loyalty program - Stephanie Alexander’s “The Cook’s Companion” (30% off a $125.00 book) was truly remarkable. 20% off any full-priced DVD usually isn’t - not when most DVD stores routinely mark down DVDs a lot more than that (and the Borders staff have instructions to take any discounted DVD back to full price before marking them down the 20%).

   Overall it is a good process - it is extremely usable, and often useful.

   Best regards, Andrew

   
   18 December 2007 at 7:08 am

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