This easy-to-use marketing tool represents a tactical customer loyalty measure and in terms of its timeliness, lies between the well-known weekly leaflet advertising in which a variety of products are generically advertised and strategic data mining by means of customer cards with individualised offers.
PoS loyalty campaigns are now learned by the consumer, self-explanatory and always have a clearly comprehensible incentive character. The reward aspect in combination with an attractive choice of rewards is in the foreground of PoS loyalty campaigns.
A major advantage of this tactical marketing measure is the fact that many complementary services are provided directly by the supplier and PoS loyalty campaigns can be easily integrated into the existing marketing mix and are based organisationally on the existing structures in the areas of logistics, marketing, accounting and goods procurement.
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