Client: Adams Childrenswear

Agency: The Marketing Store


Client: Safeway Stores

Agency: Bates Communications

Copywriter: Jennifer North

Art director: Michaela Day


Client: Safeway Stores

Agency: Bates Communications

Copywriter: Tim Lines

Art director: Chris Martin


Sears’ subsidiary Adams Childrenswear claims 8% of the kids’ fashion

market, and is the only dedicated multiple in the sector. In 1995, it

began a pilot loyalty scheme in 20 Scottish stores, but it was not a

great success, and late in 1996 the decision was taken to relaunch.

The new scheme was designed as a comprehensive communications


It embraced mailings at key sales periods to scheme members selected by

recency, frequency and value of purchase. In addition, staff incentive

and communications programmes were introduced.

Over a five-month period, penetration of the reward card scheme rose

from 18% to 32% of customers.

The most successful individual mailing generated incremental profits of

pounds 3600, equivalent to pounds 140,000 if rolled out nationally.

’It was particularly good to see a retailer loyalty scheme supported by

very strong creative work, and carried through into communications with

the staff,’ the judges noted. ’The information collected was

intelligently used to drive the strategy. It is very pleasing to see the

standard of direct marketing moving up and up in the retail sector.’


Mothers with a baby aged up to11 months were targeted with a 10%

discount offer, using Bounty and Safeway’s own ABC card data. The

proposition was ’nobody’s doing more to cut the cost of shopping for new

parents’. The cold mailing produced 18,900 new cardholders, and there

was a 25% uplift in spend from existing cardholders who qualified.

Directly attributable additional sales from new cardholders over the

three months to August totalled pounds 6.5m.


Safeway’s database captures huge amounts of information on purchase

behaviour every day. To find out more about why customers behave as they

do, and what they feel about it, the company sent questionnaires to

811,000 ABC cardholders. The company achieved a 58% response, meaning

that almost half a million shoppers entered into a dialogue with the

store. This effective strategy will be used to drive the loyalty

programme for years to come, it was stated.


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