The Works launches Loyalty Programme as first for the value sector

The Works, the discount retailer, has launched its first loyalty scheme, the Together Reward Card Programme. The new scheme marks a first for the value retail sector, sparking a new approach to customer personalisation, reward and retention for bargain retailers. The Works Together Reward Card Programme allows customers to earn five points for every £1 that they spend in a branch of The Works, also making it one of the most generous loyalty schemes in Retail.

Kevin Keaney, CEO of The Works, said: “We have an enthusiastic and loyal customer base at The Works and the launch of the Together Card aims to take our relationship with them one step further. It also gives customers who haven’t yet shopped with us another reason to come into our stores. 

“It’s clear that with every penny spent under scrutiny for many consumers, value is the new norm.  We need to offer something more than great prices and the launch of this card – a first for the value sector, and one of the most generous in our industry – does just that.  This new loyalty card will allow us to reward and retain our best customers and help us to attract new ones. 

“The relationship we have with our shoppers is absolutely critical to our ability to maintain The Works’ positive growth trajectory and the launch of our loyalty scheme is one way that we can make that relationship even stronger.”

The Works Together Reward Card Programme launches across all 305 branches of The Works this week after a successful trial in the South West of England. This pilot scheme saw over 10,000 sign ups to the scheme in just four weeks, and a significant increase in the average transaction value of the trial stores.

Under the programme, points collected will be converted into pounds in the form of a Reward Voucher, which will be emailed to customers every three months. These Reward Vouchers can then be spent or used against the purchase of any item at The Works.

The programme will also enable The Works to send customers personalised communications and special offers based on their interests and buying behaviour. For example, customers that purchase art & craft materials above anything else will receive art & craft-specific offers and discounts to provide a tailored and relevant reward for shopping with the company.

Kerry Hughes, The Works’ Marketing Director, said  “We decided to name the scheme ‘Together’ in recognition of the fact that many of The Works’ products are aimed at encouraging families to spend time together, whether that’s through reading, playing a board game, or enjoying art and craft activities.

“Many value retailers have traditionally not focused on cementing long-term relationships with customers, or on understanding where and how they buy.  Our new programme will help us strengthen our brand affinity with shoppers, and gives us an ability to tailor offers to their personal preferences and spending habits.  It’s also a thank you to customers who have continued to visit The Works despite the tough economy and a way for us to give something back to them.”

To celebrate the launch of the programme, The Works is offering customers the chance to get 50 free Reward points and the chance to win a £250 gift card when they first register their card.  Vouchers will be redeemable both online and in-store.