McColl’s last week launched a loyalty programme called Plus, and it’s not difficult to see why it’s so keen to focus on consumer loyalty. Given the mults’ rapidly expanding c-store estate, competition has never been stronger, and McColl’s challenge is to persuade shoppers to visit more frequently to gain share of purse.

A loyalty programme can play an important role in driving frequency of visits - provided it offers shoppers clear benefits.

Having looked at what McColl’s has revealed about its programme so far, it could probably afford to be bolder. It isn’t clearly listing many tangible benefits or rewards on its website. It shows some special offers and ‘exclusive rewards’ with brands such as The Fragrance Shop and Flying Flowers, but it’s not clear what customers are signing up for.

What consumers look for with loyalty schemes is a clear value exchange. This tells them what they will get in return for their spending, as a direct benefit or reward, and is fundamental to getting them to sign up and agree to having transactions tracked.

What is clear is that McColl’s programme won’t be points-based. Instead it will offer instant rewards, leveraging special offers, partner discounts and exclusive competitions and prizes.

The decision to make its programme card-based despite not being points-based may have been made because of the running costs and the potential liabilities. But it strikes me nevertheless as a good move.

McColl’s isn’t attempting to take Clubcard and Nectar head on but has created something complementary that reflects the way people use McColl’s alongside the big four. Given McColl’s lower basket spend, it is less able to offer attractive cashbacks and so its focus on immediacy with in-store product deals and offers is prudent.

The challenge is whether the deals are attractive enough, frequent enough and accessible to enough people to make a difference. Shoppers must believe they can get the great offer or promotion when they’re in the shop, and the deals must be convincing enough to encourage shoppers to keep coming back.

Steve Grout is CEO of Tangent Snowball

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