Off-licence chain Thresher Wine Shop is testing a new loyalty scheme called the Adventure Card to support its television advertising campaign, which uses the tag line: “Adventures in wine – guaranteed.”
The scheme offers one point for every pound spent on wines, although customers have to spend at least 3.99. With 25 points, customers can claim a voucher worth 1, which can be spent on any product except tobacco at a Thresher Wine Shop.
The card is being tested in 50 shops in two regions, including London, until the end of February. The company says the card could form part of next year’s plans. Thresher’s existing loyalty scheme, called the Wine with Food Club, only gives points for bulk purchases.
Thresher’s marketing manager Suzanne Briggs says: “We are trying to get people to try new wines. Customers tend not to be adventurous and this is a way of getting them to try different wines.”
Rival chain Victoria Wine introduced a loyalty scheme called The Special Reserve Customer Scheme in February.
Both schemes represent moves by off-licence chains to compete more effectively with supermarkets, which have steadily been stealing their market share.