Axfood's discount chain Willys is the first discounter to introduce a loyalty programme in Sweden.
Launching in February
Due to launch next month, the loyalty programme has been designed to strengthen the retailer's relationship with its customers and drive loyalty. The scheme has set a goal of recruiting a million customers within three years, and has stated its intention that 70% of Willy's sales will be from members of the scheme.
Shift to digital
The programme is unusual in that it is entirely digital and cardless. Compared to the cost of operating a traditional loyalty scheme, this is a highly cost-effective strategy. The move marks a shift in Willy's strategy, away from traditional direct mail campaigns to more targeted digital communications using mobile apps and email.