Swedish discount retailer Willys will introduce a card-less loyalty programme for its customers next month, making it the first discounter in the country to do so.
The Axfood-owned chain is to implement an entirely digital, card-less loyalty scheme for shoppers which will see a move from traditional promotional marketing through mass mail-outs to 'targeted communication via digital channels', according to the retailer.
Application to the programme and all customer communication will be handled via digital channels; online, mobile apps and e-mail. The card-less programme allows customers' credit/debit cards to be linked to the system with the scheme's rewards deducted automatically at the checkout.
The retailer hopes to sign up a million loyal customers to the programme within three years, with the aim of conducting 70 per cent of the banner's sales through the scheme.
Willys says the low-cost digital system will allow it to retain its guarantee of offering 'Sweden's cheapest bag of groceries.'
There are currently 172 Willys stores in operation, 46 of which are Willys Hemma branches.
Read ESM's interview with Axfood CEO Anders Stralman here. (30 Jan)
© 2013 - ESM: European Supermarket Magazine by Sadhbh Connor
