Loyalty Schemes of Fashion Stores in New Zealand
Loyalty Schemes. They are big business with retailers, to encourage shoppers to stay and spend, and to spend more, with the urgency of points expiring if they don’t. But are they worth it, or are they a waste of time?
The major players
The largest loyalty schemes are Flybuys, AA Rewards, True Rewards and other bank credit card rewards, Countdown and New World supermarket cards, Airpoints for Air New Zealand and other airline reward programmes, and lately the goodycard app for a multitude of retailers. But there are a number of loyalty programmes at individual retailers that can save you real money, if you know where to look.
Don’t be tricked into over-spending
I’ve seen many shoppers buy items they didn’t even want in order to get two Flybuys Points, which only give them a tiny percentage of value back amounting to a couple of cents. On the other hand, some loyalty schemes give you considerable value up front.
More competition means more choice for consumers
New Zealanders LOVE getting a bargain, and something for nothing, so free gifts with purchase and reward points are incredibly popular here and valuable for retailers with the massive increase in competition and choice in the marketplace now with the advent on online shopping internationally.
I take a look at loyalty schemes at a few fashion stores and retailers in New Zealand…
First up, Farmers – one of the most famous loyalty schemes, with its Farmers Club Card. This has been around for my whole shopping life, and had some big changes. It is heavily weighted towards beauty spend. Farmers Club Card awards 1 Club Point for every $1 you spend on all beauty and fragrance; 1 Club Point for every $5 you spend on clothing; 1 Club Point for every $10 you spend on toys and homewares. When you get to 250 points you get awarded a $20 Club Voucher to spend on anything at Farmers in store within 3 months. Value: An 8% return on beauty spend, and much less for clothes and homewares.
Postie is already a great value store, and they have made all their kids basic clothing $5 a piece. Their loyalty scheme, Postie + Rewards, is one of the best around in my opinion as it awards $10 when you shop 4 times with a daily minimum spend of $10 on 4 separate days. They also have bonus rewards of $5 reward when you spend $50 on one day, and a $15 reward when you spend $100 in a day. There’s also a nice $10 Birthday Reward where you get a $10 reward for no spend at all. Value: A 25% return on the 4 separate days shopping rewards.
New Zealand fave Glassons, owned by Hallensteins Glassons, gives 20% off your first spend when you sign up to their online newsletter. Worthwhile doing if you want to buy an expensive item, such as a coat, or a number of items at once.
Mi Piaci, part of Merchant 1958 footwear group which includes Deuce sneakers and Overland footwear, has a Mi Piaci loyalty programme called Mi Piaci Insiders. When you sign up to the database you get awarded exclusive loyalty discounts when you spend $150 or more each season. The more you spend, the more rewards we’ll get.
Max has 39 stores nationwide and a strong online delivery business. Their loyalty club, Max VIP, gives rewards while you shop along with 25% discounts at special Max VIP Days. There’s a $50 reward for every 500 points earned ($1 = 1 point, within a year). Shoppers who spend $2000 in a year become Max Gold VIP and get added bonuses including $50 rewards on their birthday.
Ezibuy, the Pamerston North success story founded in 1978 by two brothers, is one of the biggest clothing and homewares stores with retail stores, online, and successful brands of plus size labels. When you shop the first time online, enter your email to their database and get $20 off your first order and free delivery. They have customer competitions online at www.ezibuy.com/shop/nz/competitions
Smith & Caughey’s
Smith & Caughey’s is like our version of Harrods; an iconic department store on Auckland’s Queen Street with the classic beauty floor on Ground, and Ladies on First and Homewares above. When you join their mailing list on the website you get 15% off your first order which is definitely worthwhile doing for their big ticket items. They have a Smith & Caughey’s Card which gives free shipping for orders over $90. Their reward scheme is now with ASB Bank True Rewards card, so you can earn a True Rewards Dollar for every $1 you spend instore and later redeem them there or at a number of other retailers.
Cotton On Group
You may or may not realise, but Cotton On is a group of a number of brands – Cotton On, Kids, and Body, as well as Typo, Factorie, Supre, and Rubi – and they have a loyalty scheme called ‘The Perks’, which gives $10 for every $100 spent inside a year. When you sign up you received a plastic card and a welcome voucher of $10 with a minimum spend of $25 within 30 days and may be redeemed in-store at any CottonOn & Co Perks participating brand or online at www.cottonon.com/nz with the card’s barcode.
Pros and cons
My opinion of loyalty schemes is they are worth joining if you don’t change your spending habits to spend more than you intended just to get a reward, but stick to what you’d buy anyway and treat any rewards that are coming as a bonus; the icing on the shopping cake.
13 March 2018
Not sponsored, all opinions my own.