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How Boots, Travis Perkins and more are using digital, apps, loyalty cards and stores to focus on their core customers

Image courtesy of Boots

In today’s InternetRetailing newsletter we’re reporting as retailers from Boots to Travis Perkins focus on their core customers via channels from digital and mobile apps to loyalty cards – and stores. 

Boots is doing so by launching its biggest members-only event yet for Advantage Card holders. It says of 15m active card holders, more than 50,000 have been active members since the scheme launched in 1997. The eight-week event will offer points, discounts and competitions for shoppers buying both online and in-store.

Online and in-store are the channels where Travis Perkins is focusing as it looks to deepen its relationship with its core trade customers. The builder’s merchant business, which also owns Toolstation, says it’s seen interest from DIY customers subside, a year on from the last pandemic lockdown – and it’s now focusing instead offering convenience via digital and stores to its more dedicated trade customers. Stores matter to customer loyalty because they provide another level of convenience to those who needs products as quickly as possible. 

In a similar way, Domino’s Pizza is seeing a significant proportion of its food sales come via its mobile apps. Some 44% of sales in the first half of its year were made over apps. It makes sense for Domino’s to win app shoppers because those customers tend to be more loyal – and to spend more.  Encouraging shoppers to download its app is important, but at the same time the company is working with Just Eat to find out how it can gain new customers in different ways. 

Elsewhere, retailers can now sell fresh food via TikTok, and JD Sports is selling Footasylum to comply with a competition order. 

In today’s guest column, retail veteran David Kohn sets out his key criteria for ecommerce start-ups

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