WH Smith has restructured its marketing department as its plans to
introduce a nationwide loyalty card scheme gather pace.
The retail chain has created the new position of relationship marketing
manager to look at the area of loyalty cards and promotions, which it
has been assessing for over a year. It has two schemes on trial in 19
stores: the WH Smith Clubcard and the Clubcard for Children. Both
schemes offer shoppers ten points for every pounds 1 spent.
It is also considering a scheme like Tesco’s ‘Computers for Schools’, to
strengthen ties with the people in the community.
WH Smith recently announced changes to its marketing department
following Don Sloan’s promotion to marketing director. Each marketer has
a more clearly defined role, which should make for better communication
with buyers in the new business units.