Hachette launches magazine loyalty club

Hachette Filipacchi, the magazine publisher that produces titles including Elle and Psychologies, is launching a loyalty initiative across four of its women’s titles.


The initiative includes membership-based clubs that magazine subscribers can join free.

Subscribers to Elle, Elle Decoration, Red and Psychologies will be eligible for exclusive offers and discounts from five annual partner brands and several monthly brand partners.

The annual partner brands include fashion retailer Reiss, Picturehouse Cinemas, restaurant chain Café Rouge, nail care and manicure brand Nails Inc and Hotel du Vin & Malmaison Hotels.

Clothing retailer The White Company and health and beauty portal Wahanda.com have already signed up as monthly brand partners.

Members will also benefit from rewards and offers such as film screenings and shopping events exclusive to each magazine title.

The membership clubs will be hosted online within each magazine’s website and will be supported with integrated marketing campaigns in print and online.

The loyalty initiative is being handled by partnership marketing agency Cocktail Marketing.

Hachette Filipacchi head of subscription and direct marketing Tamsin Larcombe says: “The loyalty strategy is a key priority for us in 2010, as not only will it offer added value to our loyal customers, but also help deepen reader engagement levels and improve our understanding of customer preferences.”

Newspapers are also looking at membership clubs to help increase revenues and reader loyalty. Times Newspapers has launched Times+ and The Guardian is planning a membership initiative.

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