Cash and Carry brands that truly find success with loyalty programs believe that they are more than simply a way to access customer information. To be sure, such data collection mechanisms can be a valuable aspect of any loyalty program, but this feature alone should not be the sole purpose of the marketing initiative.

Metro Cash & Carry is an example of those that have a digital loyalty programme for its professional customers, including hotels, restaurants, catering services, small retailers, offices and independent businesses. Now the company is planning to develop the programme to the next level, making it more attractive with additional services and partner benefits.

According to the head of the Loyalty programme Igor Bagnobianchi at Metro Cash & Carry, the programme allows Metro to develop deeper long term relationships with its customers, as offers and benefits are customised. Customers collect digital loyalty points each time they visit Metro stores. They can also earn extra points in other ways, for example: personal anniversary points, points on purchases of selected articles, or for special supplier offers, days and repeat purchase initiatives. Members can redeem points for cash back, gifts or added services. Their points balance is printed on each invoice and can also be found online in a designated area of the website.

Since the launch of the loyalty programme, more than 1.5 million of professional customers: restaurants, small retailers, hotels, and other independent businesses have become members of METRO loyalty program. It already successfully operates in 6 countries and this year is about to be introduced in 6 additional markets including China and France.

Developments which focus on promotional and loyalty features can enable cash and carries to operate better schemes for developing customer loyalty and sales, providing effective monitoring and powerful statistics for marketing and planning. The Accord loyalty system can help businesses save money on administration costs, generates enormous customer goodwill and masses of useful information for marketing.


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