In brief 20/06/2007
Collector card puts Printemps in the pink The first Finaref-produced Printemps Collector card was offered to the store’s 70,000 best customers through a mail-out between 22 February and 17 March. Limited to just 30,000 cards bearing the colours of the Italian-themed “Teatro della Moda” campaign, the card was described as “a real revolution in terms of marketing” by Valérie Tormos, who manages the Printemps partnership for Finaref. “Unlike other private label cards on the market," she says, "most of which are designed merely as a payment instrument, the Printemps Collector card is something new. It’s a trendy collector’s item, a fashion accessory in its own right, and a status-enhancing tool that sets Printemps customers apart.” The collector’s card is used like an ordinary Printemps card, but it also gives the cardholder a host of privileges, advantages and special offers such as discount coupons, gift vouchers and rewards. The reception has been overwhelming. The new card has generated a significant amount of store traffic. But more importantly, it has strengthened the cardholders’ loyalty to Printemps, which is seen as a trendsetting store. All the goals set for this card have been met. Another Collector campaign is scheduled for September, this time on a different theme. Previous Next