New Look’s Rob Froome is right when he says that to stand out from freely available deals on consumer websites, brands need to “personalise, add value and offer something different” (’Trip or Treat’, MW 20 October). With comparison sites and the like giving consumers easy access to deals, it is important that any closed user group scheme, be it employee or customer, delivers better value.
Buying power alone will not necessarily mean that the deal reached with a supplier will offer distinct value over what else is out there, and one way to combat this is to be the direct supplier.
The most popular offers on schemes that we operate are those we provide through our direct relationship with suppliers, rather than through third parties. By keeping the supply chain short, providers are able to supply discounts that consumers would find difficult to obtain elsewhere.
Head of Entice