{"id":1294,"date":"2020-11-03T09:53:42","date_gmt":"2020-11-03T08:53:42","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=1294"},"modified":"2021-06-08T08:38:17","modified_gmt":"2021-06-08T06:38:17","slug":"transcript-loyalty-schemes-in-the-food-retail-sector","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/transkrypcja-programy-lojalnosciowe-w-handlu-detalicznym-branzy-spozywczej\/","title":{"rendered":"Transcript \u2013 Loyalty schemes in the food retail sector"},"content":{"rendered":"

Transcript of the episode: https:\/\/youtu.be\/qd_slflbmm0<\/a><\/p>\r\n\r\n\r\n\r\n

Katarzyna Nawrocka on loyalty schemes at night. Good evening, everyone. I\u2019m joined today by Amelia D\u0105browska, and we\u2019ll be discussing loyalty schemes in the food retail sector. Good evening, Amelia.<\/p>\r\n\r\n\r\n\r\n

Good evening, Kasia, and good evening, everyone.<\/p>\r\n\r\n\r\n\r\n

Amelio, for those who haven\u2019t seen our first episode, let\u2019s briefly explain what a loyalty scheme is.<\/p>\r\n\r\n\r\n\r\n

A loyalty programme consists of long-term marketing initiatives aimed at engaging customers, boosting sales or increasing brand visibility in the market.<\/p>\r\n\r\n\r\n\r\n

So how do we categorise loyalty schemes? From my own experience, I\u2019m familiar with points-based schemes, as they\u2019re probably the oldest.<\/p>\r\n\r\n\r\n\r\n

Definitely. Definitely the oldest, but not the most popular, as there are only three providers in this category in the food retail market. We also have loyalty schemes, discount schemes and programmes based strictly on cashback.<\/p>\r\n\r\n\r\n\r\n

And which of these programmes can we find in the food industry?<\/p>\r\n\r\n\r\n\r\n

Pretty much anyone. In the food sector, one of the oldest loyalty schemes in Poland is a cashback-based scheme. I say \u201ebased on\u201d because the terms and conditions also set out circumstances under which you can receive additional discounts through this scheme.<\/p>\r\n\r\n\r\n\r\n

You mentioned that points-based schemes are the least popular, yet they\u2019re still being introduced. None of us likes to wait a long time for a reward.<\/p>\r\n\r\n\r\n\r\n

Absolutely. None of us likes to wait a long time for a prize, which is why marketers in the food industry have got clever and come up with the idea of an instant prize. And this isn\u2019t a prize from a rewards catalogue, but one available in a supermarket.<\/p>\r\n\r\n\r\n\r\n

We\u2019ve decided against the points-based scheme \u2013 the least popular one \u2013 and we\u2019ve come up with a solution that makes it not quite so burdensome or time-consuming. But we\u2019ve also got the others. Perhaps we should talk about what sets them apart.<\/p>\r\n\r\n\r\n\r\n

Another category is discount schemes, where we receive discounts on specific food items or financial discounts.<\/p>\r\n\r\n\r\n\r\n

And there is a third category as well.<\/p>\r\n\r\n\r\n\r\n

There is also a third category: cashback. It is the oldest, but by far the least popular, within the loyalty schemes category. And I\u2019m not just referring to the food retail sector here, but to the retail sector as a whole. I360 has identified 120 loyalty programmes in Poland. In short, that\u2019s the number of programmes whose name includes the word \u201eloyalty\u201d. The food retail sector accounts for 10 per cent of these; however, in terms of value, it does not represent a 10 per cent share, given how much Poles spend on groceries each year.<\/p>\r\n\r\n\r\n\r\n

So, if there are 12 loyalty schemes in the food sector, let\u2019s talk about a few of them.<\/p>\r\n\r\n\r\n\r\n

I\u2019ll start with a scheme that I\u2019m sure you\u2019re all very familiar with \u2013 the Biedronka loyalty scheme. All we have here is a plastic card; when we sign up, we receive one large card and two small ones, so that we can share them with the whole family. When shopping, we can also provide a phone number, which is directly linked to that particular card. We receive discounts on the range of products available across the entire Biedronka chain. An interesting fact is that if you lose your card, you won\u2019t be issued with a replacement. We can simply apply for a new card. Another scheme I wanted to mention is the one run by the Lidl chain. Here, there\u2019s only a mobile app, which you need to scan when making purchases. It\u2019s a scheme where you get extra discounts on products, with a surprise in the form of scratchcards \u2013 and you never know what prize you might get. Additional features certainly include a receipt repository and the Lidl Pay app, where you can pay for purchases made in a particular shop directly from the app. Another programme is the Auchan network\u2019s \u2018Skarbonka\u2019 scheme and mobile app. \u2018Skarbonka\u2019 is a cashback scheme where you receive a refund into a virtual account, which you can use on the entire range of products at Auchan. The \u017babka chain has definitely gone out of its way to cater for the youngest participants in loyalty programmes, as it is the only one to offer membership from the age of 16. Here, there is only a mobile app where you earn \u2018\u017capsy\u2019 for purchases made in the chain\u2019s shops. One zloty equals four \u2018\u017capsy\u2019, which you can use on the range of products specified in the app. This is how you earn points. The final programme I\u2019d like to tell you about is the one run by the Carrefour chain. Here, you receive a voucher worth ten zlotys for accumulating six hundred points. We earn points through our purchases: for every zloty spent up to 9.99, we receive one point; for every further 10 zlotys spent, we receive three points. So we have to put in quite a bit of effort to collect enough points to get this voucher.<\/p>\r\n\r\n\r\n\r\n

When it comes to money, what is the level of incentives in loyalty schemes in the food retail sector, and what exactly do these incentives involve?<\/p>\r\n\r\n\r\n\r\n

Incentives are a percentage of every zloty of revenue that a programme participant receives in the form of a points discount or cashback.<\/p>\r\n\r\n\r\n\r\n

If I\u2019ve understood it correctly, then I\u2019m sure everyone else has too. And what\u2019s the situation like in the food industry specifically?<\/p>\r\n\r\n\r\n\r\n

Here, I would like to explain how this works in the case of loyalty and discount schemes. I will only be using threshold figures. The incentive rate for the \u2018M\u00f3j Carrefour\u2019 programme is 0.47 per cent, and for the \u2018Kupiec\u2019 buying group it is 2.43 per cent. As for discount schemes, Auchan stands at 12.55 per cent and Biedronka at over 34 per cent.<\/p>\r\n\r\n\r\n\r\n

So Biedronka is the market leader in Poland.<\/p>\r\n\r\n\r\n\r\n

According to the latest research by Monitor Loyalty Schemes, Biedronka is the most popular loyalty scheme in the whole of Poland.<\/p>\r\n\r\n\r\n\r\n

To sum up, which of these programmes can we consider to be the best and most comprehensive?<\/p>\r\n\r\n\r\n\r\n

The best and most comprehensive programme would certainly be one that incorporated most of the features found in programmes across the entire food industry. It should definitely include both discounts and loyalty points, and we should receive an additional refund in the form of cashback. It should definitely consist of an app and a plastic card, and it should include a receipt repository and the option to pay directly via the app. Of course, no such scheme exists, and we don\u2019t choose our supermarkets specifically for their loyalty schemes, so let\u2019s treat this as a bonus rather than something that forces us to make purchases.<\/p>\r\n\r\n\r\n\r\n

Amelio, thank you very much for meeting with us today. You\u2019ve cleared up all our doubts.<\/p>\r\n\r\n\r\n\r\n

Thank you very much. Thank you.<\/p>\r\n\r\n\r\n\r\n

Dear readers, if you have any further questions about loyalty schemes in the food industry, please leave them in the comments. We\u2019ll be happy to answer them. See you in the next episode.<\/p>","protected":false},"excerpt":{"rendered":"

Transcript of the episode: https:\/\/youtu.be\/qd_slflbmm0 Katarzyna Nawrocka on loyalty schemes at night. Good evening, everyone. I\u2019m joined today by Amelia D\u0105browska, and we\u2019ll be talking about loyalty schemes in the food industry. Good evening, Amelia. Good evening, Kasia, and good evening, everyone. Amelia, for those who haven\u2019t seen our first episode, could you briefly explain what a loyalty scheme is? A loyalty scheme,\u2026<\/p>","protected":false},"author":2,"featured_media":1295,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[39,67],"tags":[],"class_list":["post-1294","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-youtube","category-o-programach-lojalnosciowych-noca"],"taxonomy_info":{"category":[{"value":39,"label":"youtube"},{"value":67,"label":"O programach lojalno\u015bciowych noc\u0105"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2020\/11\/02_V2_PLANSZA_Amelia_Dabrowska_07.10.2020-1024x576.jpg",1024,576,true],"author_info":{"display_name":"Tomasz Makaruk","author_link":"https:\/\/i360.com.pl\/en\/author\/autor\/"},"comment_info":0,"category_info":[{"term_id":39,"name":"youtube","slug":"youtube","term_group":0,"term_taxonomy_id":39,"taxonomy":"category","description":"","parent":0,"count":9,"filter":"raw","term_order":"0","cat_ID":39,"category_count":9,"category_description":"","cat_name":"youtube","category_nicename":"youtube","category_parent":0},{"term_id":67,"name":"O programach lojalno\u015bciowych noc\u0105","slug":"o-programach-lojalnosciowych-noca","term_group":0,"term_taxonomy_id":67,"taxonomy":"category","description":"","parent":0,"count":26,"filter":"raw","term_order":"0","cat_ID":67,"category_count":26,"category_description":"","cat_name":"O programach lojalno\u015bciowych noc\u0105","category_nicename":"o-programach-lojalnosciowych-noca","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1294","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/comments?post=1294"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/1294\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/1295"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=1294"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=1294"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=1294"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}