Htec promotes loyalty
Htec has announced the introduction of the GemPoints loyalty system for smaller retailers.
GemPoints is a loyalty solution with secure smartcard technology, which allows retailers to operate a comprehensive loyalty scheme; issuing and redeeming points in the same way large high street loyalty schemes are run. It is intended to help retailers run marketing promotions or special offers and allow collaboration between retailers to maintain longer-term customer loyalty.
Jeff Dakin, head of data services at Htec commented, “Small to medium-sized retailers have always argued that the costs, complexity and security are reasons for not using technology-based loyalty schemes. GemPoints was created to address these concerns using a simplified approach that dispenses with the need for any back office infrastructure such as IT communications. The system is powered from a standard 3-pin mains power socket and is completely self-contained, allowing shop owners to operate their entire loyalty scheme. For the first time, smaller retailers can run a loyalty solution with the same level of sophistication and appeal that the high-street brands currently provide but at a fraction of the cost; increasing footfall and spend.”
The terminal is the size of paperback book and features a terminal display and keypad for security code entry. The retailer is given flexible auditing and optional administration functions to support features such as multiple tariffs, and automatic bonus periods for running happy hour promotions on an hourly, daily or weekly basis. Customers are given smartcards by the retailer, which are used to carry the accrued points and current balances securely. Developers state that the pricing structure of the system should make it a practical option for independent shops, convenience stores, markets and other small stores.
The product is a modular system. Options can be added to interface to any till or back office solution and software can be upgraded. Dakin concluded: “Bringing this product to the convenience store or independent specialist retailer gives the shop-owner insight and power to provide customers with tailored and targeted promotions right at the till, and also the potential for collaboration with other shops to find ways to entice the customer to spend and stay loyal. All this is going to be very exciting.”
Tuesday, February 8, 2011