With the help of .99, justONE and the marketing team led by last year's marketer of the year finalist Dean Cook, Farmers has undergone a fairly remarkable business and brand transformation in the past few years. And now, in an effort to build on the success of the Farmers Beauty Card, which boasts over 700,000 members, it's just launched the Farmers Club to extend the loyalty and rewards offering storewide.
‘This is a major step for Farmers," says Cook, Farmers head of marketing. "We’ve been working on the strategic development of Farmers Club for almost two years, and we’re very excited about its potential to give customers even more value for shopping at Farmers, and to be one of the big loyalty programmes in New Zealand.
“We have sent new Farmers Club Cards to our very important Beauty Club members and invited our eClub members to join online or instore. In store, new members will be signed up on the spot and issued their new Farmers Club card so they can receive the benefits immediately."
The Farmers Club programme, which launched last week, has been a cross-functional project within Farmers that involved a major investment in IT and a considerable marketing campaign for the launch that was developed by both justONE and .99.
"We’ve been on a wonderful journey with our friends and colleagues at Farmers to develop the proposition of Farmers Club and the identity and the architecture of this exciting new loyalty programme," says Ben Goodale, managing director of justONE. "What I love is it takes the best of Beauty Club and extends it, and will benefit everyone who shops at Farmers."
Farmers Club is free to join, and members earn reward points for shopping across the store, as well as exclusive discounts, monthly prize draws, gift with purchase deals and local VIP events invites. When they have 200 points, they receive a $20 reward.