Sparta Loyalty is leading the way
Gatta is a Polish brand owned by FERAX, which is a leader in the production and retailing of hosiery. Gatta products are available in various retail points in the largest cities in Poland as well as being available in lingerie stores. They are also sold in other European Union countries, as well as in the USA and Australia.
The main goal that the company set for the introduction of its loyalty program was to strengthen the brand’s position in the market and more effective communication with its customer base. Gatta – entering into regular communication with customers – wanted to get to know them better in order to be able to offer them promotions and discounts tailored to their needs, which resulted in higher sales.
– The hosiery industry is not saturated with sales innovations, including loyalty programs. Offering customers additional solutions that facilitate shopping and support brand loyalty is an important step for us to distinguish ourselves from others and build a leadership position in our sector – says Bogdan Nowicki, Retail and Expansion Director at Gatta.
Goals set for the loyalty program
Image building is just one of the goals of implementing Sparta Loyalty’s loyalty solution. The main points we wished to address were:
1) Increasing sales of our the entire range
2) Selling products with a higher margin (generating the highest profit possible)
3) Increasing sales in company networks
4) Building the customer database through the loyalty program
5) Increasing the company’s turnover (increasing the frequency and size of the shopping basket)
– The target group of the program, which we focused on, was mainly women. However, we invited all the brand’s customers to participate, which allowed us to collect a large amount of data from the very beginning, which we subjected to careful analysis. Thanks to this, we got to know our recipients better, which today helps us to prepare more effective campaigns – adds Bogdan Nowicki.
A tailor-made solution
The loyalty program we have prepared for Gatta is based on awarding points for purchases. They translate into direct discounts for the customer.
We also took care of the comfort and ecology. You can sign up for the program in two ways – by completing the form available in a stationary store or by providing your details to the seller and signing the printed form with the data. The program participant receives a card in physical or virtual form. To count points in a stationary store, it is enough to provide, for example, a telephone number.
Each participant also has access to an online account, through which he can check the number of points collected, edit personal data, read the regulations, learn about current promotions and discounts, recall the history of his purchases, contact the Customer Service Office or resign from participation in the program.
– We wanted the solution we prepared to be as intuitive as possible and to allow Gatta’s clients to be highly independent in managing their participation in the program. The Loyalty Insight study conducted in 2022 shows that 84% of consumers join the program when it has simple and clear rules and 80% – when the registration process is quick and hassle-free. 83% appreciate the discounts they keep for participating in the program. However, customers do not like to lose control over the points they have – 37% complain that the points expire. The solution is constant and easy access to the account with information about the number of accumulated points. The system at the disposal of Gatta customers provides them with constant access to full information about their account status, discounts, promotions, and expiring points – says Tomasz Wawrzynów, General Director of Sparta Loyalty.
Spectacular effects
The benefits of implementing a loyalty program were particularly noticeable during the difficult time of the pandemic. The results in 2021 speak for themself:
- Loyalty sales accounted for almost 55% of total salon sales,
- The average loyalty basket was higher than the average loyalty basket by almost PLN 29 gross,
- The customer base reached the level of 870000, of which almost 320000 were active (with at least 1 transaction) in the last 12 months,
- On average, 12000 people signed up for the program monthly,
– Today we can say with full conviction that we have achieved the goals set before the implementation of the loyalty program. We know our customers and we are in contact with them, which translates into increased sales and an increasingly stronger position for the Gatta brand on the market – sums up Bogdan Nowicki.
