{"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

Zdecydowanie. Zdecydowanie najstarsze, ale nie najpopularniejsze, poniewa\u017c w rynku spo\u017cywczym mamy tylko trzech przedstawicieli tej kategorii. Mamy r\u00f3wnie\u017c punktowo rabatowe, rabatowe, czy stricte programy opieraj\u0105ce si\u0119 na moneyback’u.<\/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

W zasadzie ka\u017cdy. W bran\u017cy spo\u017cywczej jednym z najstarszych program\u00f3w lojalno\u015bciowych w Polsce, jest program oparty na moneyback’u. Mam tu na my\u015bli „oparty” z tego wzgl\u0119du, \u017ce s\u0105 r\u00f3wnie\u017c za\u0142o\u017cenia regulaminowe, gdzie mo\u017cna otrzyma\u0107 w tym programie dodatkowe rabaty.<\/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

Jest jeszcze trzecia kategoria moneyback. Najstarsza, ale najmniej najmniej popularna w kategorii program\u00f3w lojalno\u015bciowych. I nie mam tutaj na my\u015bli tylko i wy\u0142\u0105cznie bran\u017cy spo\u017cywczej, ale bran\u017cy og\u00f3\u0142em. I360 naliczy\u0142o 120 program\u00f3w lojalno\u015bciowych w Polsce. S\u0142owem tyle, ile ma w swojej nazwie „lojalno\u015bciowy”. Kategoria bran\u017cy spo\u017cywczej zajmuje 10 proc. z nich, nie jest to jednak kategoria 10 procentowa, je\u017celi m\u00f3wimy o kwestii warto\u015bciowych, ze wzgl\u0119du na to ile Polacy rocznie wydaj\u0105 na zakupy spo\u017cywcze.<\/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

Zaczn\u0119 od programu, kt\u00f3ry na pewno jest bardzo dobrze wszystkim Pa\u0144stwu znany – program sieci Biedronka. Mamy tutaj tylko i wy\u0142\u0105cznie kart\u0119 plastikow\u0105, kt\u00f3r\u0105 przy rejestracji otrzymujemy jedn\u0105 du\u017c\u0105 i dwie ma\u0142e, tak by\u015bmy mogli podzieli\u0107 si\u0119 z ca\u0142\u0105 rodzin\u0105. Podczas zakup\u00f3w mo\u017cemy r\u00f3wnie\u017c poda\u0107 numer telefonu, kt\u00f3ry jest bezpo\u015brednio identyfikowany w\u0142a\u015bnie z t\u0105 kart\u0105. Otrzymujemy rabaty na asortyment dost\u0119pny w ca\u0142ej sieci sklep\u00f3w Biedronka. Ciekawostk\u0105 jest to, \u017ce po zgubieniu karty nie otrzymamy jego duplikatu. Mo\u017cemy wyrobi\u0107 po prostu now\u0105 kart\u0119. Kolejnym z program\u00f3w, o kt\u00f3rym chcia\u0142am powiedzie\u0107, jest program sieci sklep\u00f3w Lidl. Mamy tutaj tylko i wy\u0142\u0105cznie aplikacj\u0119 mobiln\u0105, kt\u00f3r\u0105 nale\u017cy zeskanowa\u0107 przy dokonywaniu zakup\u00f3w. Jest to program, gdzie otrzymujemy dodatkowe rabaty na produkty, gdzie mamy niespodziank\u0119 w postaci zdrapek i nigdy nie wiemy, jakiej nagrody mo\u017cemy si\u0119 spodziewa\u0107. Dodatkowymi funkcjonalno\u015bciami jest na pewno repozytorium paragon\u00f3w, czy aplikacja Lidl pay, gdzie mo\u017cemy zap\u0142aci\u0107 z poziomu aplikacji za zakupy zrealizowane w danym sklepie. Kolejnym z program\u00f3w jest Program sieci Auchan, skarbonka i aplikacja mobilna. Skarbonka jest programem moneybackowym, gdzie otrzymujemy zwrot na wirtualne konto, kt\u00f3re mo\u017cemy wykorzysta\u0107 na ca\u0142y asortyment ze sklepu Auchan. Sie\u0107 sklep\u00f3w \u017babka zdecydowanie wysz\u0142a naprzeciw najm\u0142odszym uczestnikom program\u00f3w lojalno\u015bciowych, bo jako jedyna oferuje mo\u017cliwo\u015b\u0107 uczestnictwa od 16 roku \u017cycia. Mamy tutaj tylko i wy\u0142\u0105cznie aplikacj\u0119 mobiln\u0105 gdzie otrzymujemy \u017capsy za zakupy zrealizowane w sieci sklep\u00f3w. Jeden z\u0142oty r\u00f3wna si\u0119 cztery \u017capsy, kt\u00f3re mo\u017cemy wykorzysta\u0107 na asortyment wskazany w\u0142a\u015bnie w aplikacji. W ten spos\u00f3b zdobywamy punkty. Ostatnim programem, o kt\u00f3rym chcia\u0142abym Pa\u0144stwu powiedzie\u0107 jest program sieci sklep\u00f3w Carrefour. Tutaj otrzymujemy bon w postaci dziesi\u0119ciu z\u0142otych za zdobycie sze\u015bciuset punkt\u00f3w. Punkty zdobywamy poprzez zakupy od z\u0142ot\u00f3wki do 9,99 otrzymujemy jeden punkt, za ka\u017cde kolejne wydane 10 z\u0142otych otrzymujemy 3 punkty. Tak\u017ce sporo musimy si\u0119 natrudzi\u0107 by nazbiera\u0107 odpowiedni\u0105 ilo\u015b\u0107 punkt\u00f3w by zdoby\u0107 ten bon.<\/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

Incentywizacja, jest to odsetek z ka\u017cdej z\u0142ot\u00f3wki przychodu, kt\u00f3ry otrzymuje uczestnik programu w postaci rabatu punkt\u00f3w, czy moneyback’u.<\/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":"

Transkrypcja odcinka: https:\/\/youtu.be\/qd_slflbmm0 Katarzyna Nawrocka o programach lojalno\u015bciowych noc\u0105. Dobry wiecz\u00f3r pa\u0144stwu. Dzisiaj ze mn\u0105 jest Amelia D\u0105browska i b\u0119dziemy rozmawia\u0107 o programach lojalno\u015bciowych w bran\u017cy spo\u017cywczej. Dobry wiecz\u00f3r, Amelio. Dobry wiecz\u00f3r, Kasiu i dobry wiecz\u00f3r Pa\u0144stwu. Amelio, dla tych kt\u00f3rzy nie widzieli naszego pierwszego odcinka, powiedzmy szybko co to jest program lojalno\u015bciowy. Program lojalno\u015bciowy,…<\/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}]}}