It’s refreshing to see proactive retail newsagents trying their best with ways in which to engage/attract new customers.
For our second article, VANA would like to share the excellent work of Reservoir Newsagency owned and operated by Victor Zhang.
Reservoir Newsagency has been owned and operated by Victor since October 2011.
During this time VANA would like to highlight and praise his highly successful Loyalty Card program which provides members excellent in store incentives.
During this time the store has received various accolades including the following:
- Finalist in the VANA ‘New Technology ‘ Award category
- The store Manager, Alisha Murray, has received the VANA ‘Employee Of The Year’ Award
- Finalist in the VANA ‘Newsagent Of The Year’ Award category
The staff at Reservoir Newsagency takes pride in giving the best customer service possible. There is a smile for every customer that walks through the door.
The main aim of the store is to create loyalty with our customers and continually keep them intrigued and satisfied by what our store has to offer.
The Store offers many services including, but not limited to, the following:
- Western Union
- Darrell Lea
- Newsagency (Magazines, Papers, Stationery, Henderson Greeting Cards)
There range of giftware is very extensive. They have a large range of options to suit all tastes which is also includes a wide range of books (provided by Hinkler). They also stock a wide range of toys.
There giftware is of a very high calibre and they aim to be different from any other store around them which ensures there success and validity in the ever-changing retail environment.
Their Loyalty Card (which was established in 2012) has been very successful with over 2500 customers so far signed up reap the benefits on a weekly basis.
“It’s great to be able to give something back to our customers. For every dollar our customer’s spend, they receive one point. When they reach one hundred points they can receive a free greeting card. Alternatively, if they continue accruing their points, they can use them to redeem magazines, giftware, etc”.
The way reservoir has structured their loyalty program is as follows:
Loyalty Card Benefits
- Exclusive Instore benefits
- Earn Points for every dollar you spend
- Instant Rewards every month
- Invitations to exclusive shopping events
- Enjoy the chance to WIN in excusive loyalty program competitions
- No points capping or expiry
Customers are asked to complete an application form:
On the application form it advises customers the terms and agreement of the program and that they agree to receive from time-to-time marketing communications which relate to special discounts or promotions on in store products for loyalty card members.
Victor has worked closely with his POS provider so that the loyalty program is fully automatic which calculates discounts to members on presentation of loyalty card.
They also have a Ticketek outlet in the store, which is great during the September AFL Footy Finals.
This brings a lot of customers in and generates excitement around the store.
To complement this they have incorporated a large selection of AFL merchandise which is displayed prominently during the football season. They also run a successful footy tipping competition where they interact with customers via their website.
The Nparcel pick up point has also been a great success with regards to bringing in new clientele. Customers coming in to pick up a parcel usually end up walking out with something else i.e. a magazine or a Tatt’s ticket.
Victor and his staff are excellent at driving the “add on sale” mentality.
Victor believes strongly that staff must engage with consumers and sometimes a simple question from staff like “would you like a tatts ticket” or asking a question about their online purchase like “Is that a gift for someone?” allows the opportunity for staff to offer a suggested purchase i.e. birthday gift which might lead to a gift card or tatts ticket being sold.
Reservoir Newsagency aims to provide as many services as possible to make their store a ‘one-stop shop.’
We take great joy in improving the store and providing our customers with the best service possible. We hope to continually evolve so that our Newsagency remains an integral part of our shopping precinct.
If you would like any advice on how you to could implement a store loyalty program or footy tipping competition, please call the VANA for further details Ph. 03 8540 7000.