Farmers – Some of you have concerns that our new rewards system will not be more rewarding and that many of...
We have received a lot of feedback after re-launching Farmers Club. First of all, thank you for taking the time to express your views, we always appreciate feedback both good and bad and be assured we read each individual comment and post. We want our customers to have all the information they need to understand the new Club.
Some of you have concerns that our new rewards system will not be more rewarding and that many of our beauty brands no longer contribute to a $20 voucher. However, we are introducing exclusive deals in the beauty department (and others) on an ongoing basis as part of our new Club programme. You will see in our Celebration catalogue that we are launching with 20% off lots of beauty brands and 30% off L’Oreal exclusive to Club members. So while they may not contribute to a voucher, you can get the equivalent or better in savings on the spot, without any minimum spend.
We know from our data, that many of our customers shopping in these beauty brands were not earning a $20 voucher so the new structure will work better for them. Another, larger group of members, who do not buy beauty at all were getting little out of Club. So we have redesigned it so that more of our members will now benefit.
Some of you have said that the Seasonal Rewards are not significant; however these are only one part of the new benefits. We want to make sure more of our 1.4 million members are benefitting from Club. These new benefits will start to roll out from now and we will have many different offers throughout the year. Starting Thursday, members can enjoy a week-long celebration of exclusive Club offers and entries into prize draws. Then, for a month following this celebration, members have coupons they can use to get savings such as 50% off when you buy 2 items of Women’s Clothing.
Our goal with these changes to Club is to reward more members more often.