Hello and welcome
The Co-operative have this week announced a new membership scheme that will reward customers who buy their own label range. Members will earn 5% cash-back to be re-spent on own label products, and, on top of this, the retailer will donate 1% of spend to charity.
This new scheme ticks all the boxes; rewarding customers, giving openly to charity and allowing the retailer to collect in depth data about customer purchasing behaviour. Clever.
But will it encourage convenience store customers to shop there? We asked KAMunity members if they would be more likely to shop at a store that offers this scheme. 67% said yes, they would
We also asked whether the scene would encourage shoppers to buy more own label. 46% said it would.
What implications will this have for brands, I wonder?
As you read this email, I will be packing up the last bits for our wedding and getting ready to head down to Cornwall for the last time as a single woman, so this weekend will mainly be about nails, pedicures, haircuts and panic attacks.
And wine, lots of wine.
Have a good one, see you on the other side!
Katy
