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THE “ ADI-CLUB ”
A loyalty programme launched by Adidas in November, 2007 |
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Objective: |
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• Know who their valuable customers are and what they like
• Offer them articles they need & like
• Treat them specially because they are the reason the brand exists
• Help them through this club form a group of like minded individuals who bond with each other & with Adidas |
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Strategy: |
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• Any customer who walks in and makes purchases worth Rs. 3000 & above invited to enroll himself into the programme.
• Every member of “Adi-club” will be given a smart card that will carry the unique membership no.
• The member can earn points on his/her purchases.
• The points will be redeemable against attractive gifts like adidas T-shirts, caps, bags, backpacks & “special miniature cricket memorabilia” – all personally signed by Sachin Tendulkar.
• These exclusive items are specially designed only for ADI-CLUB members and are not available off the shelf. |
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Propositions: |
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• Announce the programme
• Create excitement about it
• Encourage Customers to enroll into the programme.
• Personalize communication : show the customer we know them and hence are interested in them
• Educate them about new products: new things about old products and drive their buying behavior.
• Use communication to build bonds between ADI-CLUB members
• Create a strong bridge of ongoing dialogue between ADI-CLUB & the customer that will strengthen the relationship |
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