The basic loyalty scheme, which offers a “buy 10 cards get the 11th free” deal with a collector’s card, will roll out across the 400 stores Clintons still operates in the coming weeks. A “more advanced” electronic loyalty programme that uses data capture will follow “further down the line”, according to marketing director Tim Fairs.
It will mirror the loyalty programme offered by Papyrus, the US card chain also owned by American Greetings, which bought Clintons out of administration earlier this summer.
The Papyrus scheme is a paid for programme that charges customers $10 a year in return for benefits including rewards, discounts and invites to events.
It was launched as Clintons unveiled its first new look “boutique” store and new brand identity. Its signature orange brand logo has been replaced by a red fascia with a “more contemporary” font.
The store in London’s financial district “represents the new Clintons” according to Tim Fairs, the retailer’s marketing director, who says that “everything at Clintons has changed, except the name”.
It will stock a new range of products and price architecture as part of Clintons’ efforts to revitalise the brand and develop a more premium positioning.
The new look brand will be rolled out to 100 stores by October and to the rest of the 400-strong portfolio over the next two years. The store refresh programme will be accelerated if there is significant uplift to performance in the first 100.
Fairs adds while its stores are Clintons’ priority, the new branding will later roll out across the website and to other brand communications.