{"id":3368,"date":"2022-01-19T06:30:22","date_gmt":"2022-01-19T05:30:22","guid":{"rendered":"http:\/\/i360.trejka05.pl\/?p=3368"},"modified":"2022-02-07T06:53:54","modified_gmt":"2022-02-07T05:53:54","slug":"transcript-douglas-loyalty-card-scheme","status":"publish","type":"post","link":"https:\/\/i360.com.pl\/en\/transkrypcja-program-lojalnosciowy-karta-douglas\/","title":{"rendered":"Transcript \u2013 The \u201eDouglas Card\u201d loyalty scheme\u201d"},"content":{"rendered":"

Dobry wiecz\u00f3r, dzisiaj moim go\u015bciem b\u0119dzie Barbara Fita\u0142, CRM senior marketing manager eprezentuj\u0105ca Douglas Polska i odpowiedzialna za program lojalno\u015bciowy karta Douglas. B\u0119dziemy rozmawia\u0107 o trendach jakie obowi\u0105zuj\u0105 w programach lojalno\u015bciowych oraz o tym, co klient\u00f3w interesuje najbardziej. Zapraszam Katarzyna Nawrocka „O programach lojalno\u015bciowych noc\u0105”. Dobry wiecz\u00f3r.<\/strong><\/p>\n\n\n\n

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

Barbara, we\u2019re going to talk about the Douglas Card, the rules for joining our loyalty scheme, and how to use the card. I suspect that the market for chain perfumeries is very saturated with loyalty schemes, just like the market for petrol stations or hypermarkets, so let\u2019s start by talking about the Douglas card. How do you use your card, and how do you sign up for the loyalty scheme?.<\/strong><\/p>\n\n\n\n

The Douglas Card has been available on the Polish market for several years now, and we do indeed have a long-standing tradition of brick-and-mortar stores and high-street perfumeries. Signing up is very straightforward. There are three ways to sign up: you can do so using a standard paper application form at a perfume shop, or if you prefer the digital option, you can sign up via our website douglas.pl or using the mobile app. The key principle of our programme is collecting points, and in return for these points you can receive very attractive discount vouchers to use when buying your favourite cosmetics. <\/p>\n\n\n\n

What matters is that, through our loyalty programme, we want to offer our customers, above all, a unique customer experience. Consequently, it is not just about offers, nor is it<\/p>\n\n\n\n

It\u2019s not just the special offers that define our programme. In fact, our programme is, above all, an opportunity to meet professional experts, stylists and people who are highly skilled in the art of make-up or are skincare experts, and who are able to share their<\/p>\n\n\n\n

relationships with our customers. In addition, we celebrate occasions that are important to our customers, such as birthdays, and offer discounts to mark these occasions, which customers can use at their own discretion for their<\/p>\n\n\n\n

favourite products and cosmetics. But that\u2019s not all, because it\u2019s very often the case that major promotions are specifically aimed at cardholders. For example, in July we ran a nearly two-week-long \u2018Perfume Festival\u2019 promotion, during which bestsellers from global brands were offered exclusively to customers in our loyalty programme.<\/p>\n\n\n\n

Is this exclusively for customers who hold cards?<\/strong><\/p>\n\n\n\n

Yes.<\/p>\n\n\n\n

You mentioned it, and I read in the terms and conditions on your website that it is possible to sign up for your loyalty scheme using a paper form or via the website. I wanted to ask you whether you check or keep any statistics on how often customers sign up using this paper form \u2013 which is becoming a bit of a relic \u2013 and how often they sign up<\/p>\n\n\n\n

via the website? <\/p>\n\n\n\n

We live in a digital world, so it\u2019s true that paper forms are now a somewhat outdated way of signing up for a loyalty scheme. Nevertheless, we want to offer<\/p>\n\n\n\n

We offer our customers complete freedom of choice. We know that some of our customers \u2013 and a significant number of them \u2013 like to sign up at the perfume counter whilst shopping. Therefore, they have the option either to use the app \u2013 downloading it directly at the till and signing up to our programme that way \u2013 or to fill in a simple form, which is then digitised by us. Above all, we want our customers to choose the option that is simplest and most hassle-free for them, and one that doesn\u2019t involve any additional requirements they have to fulfil. The aim is for them to register with us in a way that\u2019s convenient for them.<\/p>\n\n\n\n

I\u2019ve been giving this a lot of thought, but I suspect the male members of our audience are wondering about it too. What does a loyalty scheme like this look like in terms of gender diversity? Because I suspect that in a chain of perfumeries \u2013 a perfumery like Douglas \u2013 it\u2019s mainly women who take part in these programmes. But I could be wrong; perhaps men are just as keen to sign up for the programme, and then take advantage of all these discounts and choose from the rewards catalogue.<\/strong><\/p>\n\n\n\n

You\u2019re not wrong, Kasia; it\u2019s true that most of our customers are women. Nevertheless, men are very important to us and receive special treatment as part of our programme. Men absolutely need professional skincare and expert advice. They\u2019re just as keen to make use of our range of fragrances, which is truly extensive, and that\u2019s why I wouldn\u2019t draw such a stark distinction between consumer behaviour based on gender. That said, men are more likely to buy our cosmetics as gifts \u2013 sometimes for themselves, and sometimes for their loved ones. <\/p>\n\n\n\n

I\u2019d really like to say: \u2018Gentlemen, you\u2019re welcome to join us.\u2019.<\/strong><\/p>\n\n\n\n

You\u2019re most welcome to visit Douglas. It\u2019s well worth a visit. <\/p>\n\n\n\n

We chatted a bit about the differences in participation in the loyalty scheme based on gender. And I\u2019d really like to ask you something. What does Douglas do to stand out from the competition? How do you analyse the market, and what sets you apart? <\/strong><\/p>\n\n\n\n

The Douglas Card is a card for customers who truly appreciate the world of beauty<\/p>\n\n\n\n

and they want to make the most of it. What we want to offer our customers through the programme is, above all, a truly unique customer experience. We achieve this thanks to a wonderful brand that is very well-known in this market and much loved, but also thanks to the work of the people who strive every day to bring this experience to our customers, particularly in our perfumeries. There, our consultants are not only keen to share their knowledge, but are also focused on building good, positive and close relationships with their customers. That\u2019s how they operate, but in addition, as I mentioned, we have a team of truly professional experts who, through their advice and excellent customer service, work together every day to create this unique,<\/p>\n\n\n\n

a unique shopping experience.<\/p>\n\n\n\n

As a customer, I\u2019d like to add that, as far as I\u2019m concerned, what sets you apart is that whilst advice on what to buy is one thing, advice on choosing colours when creating a make-up look that suits you \u2013 to match your eye and hair colour \u2013 is something very valuable. <\/strong><\/p>\n\n\n\n

Definitely yes, and that\u2019s also what our events are for \u2013 although they\u2019re a bit less frequent now during the pandemic. Nevertheless, we operate on a very broad scale so that, as part of these events, we can invite our customers to these highly personalised make-up lessons or sessions on how to look after their skin. During the pandemic, we\u2019ve also expanded this activity online. As a result, together with the brands we work with on a daily basis, we\u2019re also organising events through which customers can safely, in this<\/p>\n\n\n\n

Why not take a look at our range now?. <\/p>\n\n\n\n

I\u2019d like us to pause for a moment \u2013 unfortunately, in this Covid reality, because that\u2019s still the world we\u2019re living in. And I wanted to ask you whether you\u2019ve noticed a decline in interest in the Douglas loyalty scheme as a result of us having to deal with such a serious problem.<\/strong><\/p>\n\n\n\n

The last few months \u2013 or, in fact, the last year and a half \u2013 have indeed been a difficult time for all consumers, particularly due to the lockdowns and especially because the range of products available in our physical stores, which are very important to our customers, was unavailable at certain times of the year. Nevertheless, we are doing our utmost to compensate for this through our online offering. As such, we are actively developing our website, including registration processes and all the offers that are<\/p>\n\n\n\n

related to the loyalty scheme. Despite the pandemic, we\u2019re doing very well when it comes to serving our customers through the loyalty scheme. And now, fortunately, it seems as though the whole world is emerging from this pandemic reality. I think that our range of products and services, available online, via the mobile app and in our high-street branches, will certainly be<\/p>\n\n\n\n

satisfactory for our customers. <\/p>\n\n\n\n

Barbara, I wanted to ask you about the differences between your clients who have VIP status and those who don\u2019t. The differences in their behaviour.<\/strong><\/p>\n\n\n\n

We treat all our customers exceptionally well, but of course, within our customer base, there are also customers who buy from us much more frequently and in much greater quantities, and for these customers we have a VIP status. The key element \u2013 and the key benefit \u2013 for these customers is the permanent discount we offer them. As I mentioned, the main difference with these customers is simply that they shop with us more often and spend more on the cosmetics they like. We also provide them with a personalised service in the form of special events, which are organised and to which these customers are invited; or, once a year during the Christmas period, we prepare a special parcel containing samples of very luxury brands, just for them.<\/p>\n\n\n\n

You often mention the events you organise for your customers \u2013 and, by extension, for participants in your loyalty programmes. I wanted to ask whether taking part in such an event is one of the rewards we can choose from the rewards catalogue as part of your loyalty programme?<\/strong><\/p>\n\n\n\n

It is more of an invitation that we, as a company, extend to specific customer groups, depending on the preferences of a given group or segment. However, as such, there is no choice for the customer within the loyalty programme. It is more like a reward that we wish to offer our customers as an added bonus.<\/p>\n\n\n\n

in certain situations.<\/p>\n\n\n\n

There are two types of card in your scheme: the plastic one and the virtual one. And, in fact, when we collect points on each of these cards, the points aren\u2019t combined. When you collect points on the plastic card, they are stored on the plastic card, and the same applies to the virtual card. Do you plan to standardise this?<\/strong><\/p>\n\n\n\n

The plastic card marks the start of the loyalty scheme, and there are still customers who simply won\u2019t do without it. And that\u2019s likely to remain the case. I think it will stay that way, which is why, for these customers, the plastic card remains an option within our scheme. For customers who no longer wish to carry an extra piece of plastic in their wallet and prefer to use the mobile app or make purchases via a virtual card \u2013 which they actually receive on our website upon registration. All these options are absolutely equivalent; that is to say, if a plastic card is linked to an email address on the website, then the numbers of the plastic and virtual cards are, in fact,<\/p>\n\n\n\n

It\u2019s as if it means a single account. Consequently, we have no plans to completely phase out plastic cards and rely solely on virtual ones. Of course, we are keen to see our digital solutions become as widespread as possible, and so we will always encourage our customers to download our app and use the simple barcode, which is very easy to scan both in perfume shops and, once logged in, is readily available on our website. Nevertheless, for customers who need this medium \u2013 let\u2019s say in plastic form \u2013 we actually switched to cardboard cards last year, primarily to be more in line with the eco-friendly trend. We want to ensure that these customers can continue to use them as well.<\/p>\n\n\n\n

You\u2019ve mentioned something very important, and I\u2019m convinced it\u2019s worth emphasising.<\/strong><\/p>\n\n\n\n

Douglas Perfumery has an app. <\/strong><\/p>\n\n\n\n

Absolutely.<\/p>\n\n\n\n

To take advantage of loyalty schemes.<\/strong><\/p>\n\n\n\n

Absolutely. The app can be used both for online shopping and to access the loyalty scheme. Any customer who provides their details when registering on the app,<\/p>\n\n\n\n

If you enter your email address, you\u2019ll have access to the full range of products available on our douglas.pl website, and you\u2019ll also be able to take advantage of special offers available exclusively on the app, so I\u2019d strongly encourage you to make the most of it and explore its features. <\/p>\n\n\n\n

A short and to-the-point question: How does \u2018My Douglas\u2019 differ from the Douglas card?<\/strong><\/p>\n\n\n\n

\u2018My Douglas\u2019 is the name of our online account. Consequently, any customer who decides to provide us with their email address and set up an account by registering on douglas.pl is given a \u2018My Douglas\u2019 account. The Douglas card is, of course, available as part of this account. Since last August, every customer who registers on our website<\/p>\n\n\n\n

is automatically enrolled in our loyalty scheme.<\/p>\n\n\n\n

So that\u2019s it, it all ties in. <\/strong><\/p>\n\n\n\n

Yes, it is linked to the scheme and gives access to all the benefits associated with the loyalty programme. What is crucial \u2013 and also important \u2013 is that we offer complete flexibility if a customer from<\/p>\n\n\n\n

If, for whatever reason, they do not wish to join the loyalty scheme, they are, of course, welcome to make purchases as a guest, i.e. without registering on our website.<\/p>\n\n\n\n

But if you want to be a member of the loyalty scheme, when you shop via your My Douglas account, you\u2019ll automatically earn points for those purchases.<\/strong><\/p>\n\n\n\n

Absolutely. That\u2019s exactly right \u2013 it\u2019s very simple. All you need to do is register, and then shop whilst logged in. From that point on, all the benefits associated with the Douglas card are available to that customer. <\/p>\n\n\n\n

Since we\u2019re on the subject of earning points and shopping\u2026 Whether it\u2019s via the My Douglas account or in-store at your perfumery, I wanted to ask you what your loyalty scheme looks like from the consumer\u2019s perspective, because there are three types of loyalty schemes on the market, and yours is definitely a discount-based one, so let\u2019s talk a bit about the discounts that consumers can get.<\/strong><\/p>\n\n\n\n

As I mentioned at the start, members of our loyalty programme primarily collect points; in return for these points, they receive discounts which they can use on their favourite cosmetics, according to their preferences. If they prefer to buy skincare products, these discounts are certainly suitable for that. The same applies to other categories such as make-up or perfumes. What\u2019s important is that, in addition, customers who are active with us and have made a purchase within the last six months also receive a 20 per cent birthday discount, valid for three months after their birthday, allowing them to treat themselves to an extra gift by choosing from our range of brands. The key point is that discounts are practically an integral part of our offering. This means that whether on our website or in our perfume shop, you can always choose your favourite cosmetic at a very attractive price, and it\u2019s also worth keeping an eye out for such special offers. As I mentioned, our customers also have the opportunity take part in unique events focusing on skincare or make-up, where the highly personalised approach of our experts enables them to learn more about self-care; and, most importantly, our customers decide for themselves how to spend this attractive discount.<\/p>\n\n\n\n

Barbara, how do you measure the effectiveness and efficiency of your loyalty programme?.<\/strong><\/p>\n\n\n\n

In our programme, we measure a number of indicators that enable us to assess its performance. Starting, of course, with the number of customers we acquire, as reflected in the number of active customers. These are both volume-based and value-based indicators. We look very closely at how much a customer with a card spends compared to a customer who does not have one. We also pay attention to the proportion of our card-holding customers, both in terms of numbers and the value generated by Douglas. In addition, there are also metrics measured on an ongoing basis, such as qualitative indicators\u2014for example, customers who have given marketing consent, as we can easily contact them\u2014and performance indicators for our CRM communications. <\/p>\n\n\n\n

Before I ask you about your professional career, I wanted to ask if you might have any advice for loyalty scheme organisers. Bearing in mind that every case is different, perhaps there are some golden rules. <\/strong><\/p>\n\n\n\n

I think that in every single type of business and in every sector, loyalty programmes operate according to their own rules. Nevertheless, there are a few areas that are particularly close to my heart. As someone who deals with this issue on a daily basis, the most important thing for me is that the loyalty programme and the company running it view the customer as an individual and pay attention to their preferences and needs, so that they can respond to those very needs. This involves tailoring the offer and the programme\u2019s benefits to the preferences of the individual customer, but it is also important to me that a loyalty programme provides benefits in the form of solutions that simply make life easier. For example, a shopping process on the website that\u2019s simplified as much as possible, excellent after-sales service, or additional benefits designed to make these customers\u2019 lives easier. I firmly believe that these two areas \u2013 that is, improving customer convenience and tailoring the offer to their<\/p>\n\n\n\n

Understanding these needs is the key to the success of a loyalty scheme.<\/p>\n\n\n\n

And finally, although I did introduce you briefly in the introduction, I wanted to ask you about your professional career, because I know \u2013 though our viewers may not \u2013 that you previously worked on loyalty schemes as well, but on a more international scale.<\/strong><\/p>\n\n\n\n

I come from the telecoms sector, having started out as a marketer responsible for both communications and branding. One of the key projects that I consider a real success story was, for example, the rebranding of Pop, which was the market-leading brand at the time. Nevertheless, my career later took a natural turn towards customer base management, focusing on both generating value and building loyalty. And that was my time at Orange. I focused entirely on the issue of loyalty at Empik a few years ago, when I had the pleasure of managing the brand-new \u2018M\u00f3j Empik\u2019 programme. And it was a wonderful experience for me to get to know the retail market inside out <\/p>\n\n\n\n

as well as all the features and elements needed to build that loyalty. Now at Douglas, as well as having the opportunity to continue working in this area \u2013 which I find very interesting and engaging, namely building loyalty \u2013 I also have the undoubted pleasure of working in a wonderful industry \u2013 the highly attractive luxury goods sector \u2013 of gaining an insight into consumer behaviour, and, above all, of offering our customers the best solutions to help them find their way in the world of beauty at Douglas.<\/p>\n\n\n\n

Barbara, I already know everything \u2013 I\u2019ve asked you everything I wanted to find out. Of course, if our viewers have any further questions, I\u2019d encourage them to leave them in the comments. I\u2019d like to thank you very much for today\u2019s conversation, and I hope to see you again.<\/strong><\/p>\n\n\n\n

Thank you too. See you later.<\/p>\n\n\n\n

And I\u2019d like to invite you all to the next episode.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Dobry wiecz\u00f3r, dzisiaj moim go\u015bciem b\u0119dzie Barbara Fita\u0142, CRM senior marketing manager eprezentuj\u0105ca Douglas Polska i odpowiedzialna za program lojalno\u015bciowy karta Douglas. B\u0119dziemy rozmawia\u0107 o trendach jakie obowi\u0105zuj\u0105 w programach lojalno\u015bciowych oraz o tym, co klient\u00f3w interesuje najbardziej. Zapraszam Katarzyna Nawrocka „O programach lojalno\u015bciowych noc\u0105”. Dobry wiecz\u00f3r. Dobry wiecz\u00f3r Kasiu, dobry wiecz\u00f3r pa\u0144stwu. Barbaro, b\u0119dziemy…<\/p>","protected":false},"author":2,"featured_media":3369,"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":[67],"tags":[],"class_list":["post-3368","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-o-programach-lojalnosciowych-noca"],"taxonomy_info":{"category":[{"value":67,"label":"O programach lojalno\u015bciowych noc\u0105"}]},"featured_image_src_large":["https:\/\/i360.com.pl\/wp-content\/uploads\/2022\/01\/33-fouglas-cz1-plansza-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":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\/3368","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=3368"}],"version-history":[{"count":0,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/posts\/3368\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media\/3369"}],"wp:attachment":[{"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/media?parent=3368"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/categories?post=3368"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/i360.com.pl\/en\/wp-json\/wp\/v2\/tags?post=3368"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}