Westfield takes new loyaly program to retailers

27 May 1998

Countries: Australia

Retailers in Westfield centres around Australia will be hearingabout a proposed Westfield loyalty marketing program over the nextfew weeks.

The Westfield Loyalty Program, based on a Visa card, has beendesigned solely to increase sales for Westfield retailers by givingshoppers more reasons to shop at Westfield.

The proposal provides all of Westfield’s retailer customers,large and small, with an opportunity to participate in loyaltymarketing through a simple, cost effective program.

Westfield has brought together the leaders in loyalty programs -Visa and ANZ – along with Australia’s leading administrator ofco-branded loyalty cards Pinpoint, to develop the program which iscurrently being discussed with retailers. A public launch date willbe based on retailer response.

For retailers joining the program as a Bonus Retailer, theprogram will provide access to information on the general profileand spending patterns of their own customers for use in targetedmarketing campaigns. It also opens up a range of promotional andmarketing opportunities supported by Westfield, the ANZ andVisa.

For shoppers, the Westfield Visa card would earn reward pointsanywhere in the world, but accumulate bonus points on purchasesfrom Bonus Retailers in Westfield Shoppingtowns acrossAustralia.

The points are redeemed for shopping reward vouchers to be usedas full or part payment for any product or service at any BonusRetailer in a Westfield centre.

The Westfield Loyalty Program will bring more shoppers toWestfield centres by offering them an unprecedented choice ofrewards and special privileges for loyal shopping. Privileges mayinclude early access to sales, for example, and will be designed toensure shoppers feel like VIPs in their local WestfieldShoppingtown.

Westfield sees the program as an opportunity to combine itsefforts in marketing and retailer relations to build on the successof its shopping centres.