The Co-op BWS harnesses membership-base

The Co-op has launched a new membership card that rewards customers who buy its own label wines and products with money back, as it taps into feedback from  its membership-base to better inform its BWS ranging.

The Co-op in Old StreetThe new membership card scheme, which went live yesterday, means customers can earn 5% of their spend on own label products – including beers, wines and spirits – which are ‘banked’ and can used towards own label products in subsequent shopping trips.

The scheme also makes a donation to a local good causes, with 1% of customers’ spend on own label products per trip donated to a community project.

A spokesman said the launch was the latest step in an ambitious drive “to create a Co-op economy across the UK and champion a better way of doing business” and a central plank of the retailer’s £1bn investment and rebuild strategy. It is aiming to boost the number of members to over a million and increase the percentage of sales from its members from 20% to 50%.

Shoppers can become a member of Coop for £1.

Insight to inform BWS

BWS boss Simon Cairns recently told db the team was making greater use of the insights gathered through sales data, market research and membership data and had used this to inform its range review and the ranging across different store types across its estates.

It appears that the retailer is engaging with its membership-base further via the new card to glean information that better informs its beers wines and spirits ranging and merchandising. This week it launched a wine sampling initiative designed to gather customer feedback online on its wines that proved so popular it was closed early.

The “sample and share’ initiative offered 50 members the chance to sign up to get a free voucher for a bottle of its premium own-label Shiraz along with tasting guidelines in exchange for tasting feedback through an online survey that it said would help its wine team develop “real wine reviews – by members, for members” that would appear in online tasting note and on in-store promotions.

It was originally designed to run until 27th September, but closed within just one day due to the high response from members.

“We’ve been bowled over by just how many of you want to take part in a spot of wine tasting,” it said, adding that it was likely to offer “more opportunites” in future.

It is also running a membership initiatives to boost its range of local ales, saying it wanted to tap into its members knowledge of local breweries and ales to bring “a real local flavour” to the shelves of The Co-op.

“[Members] are superbly placed to provide us with the real ale insights we’re seeking”, it said.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Wine Trader

Vintage Capital II PLC
London, UK

International Marketing Assistant

Paris, France

Senior Partner Manager - Managed On-Trade

Maverick Drinks
United Kingdom

Customer Service Manager

Jascots Wine Merchants
London, UK

Transport Manager

Jascots Wine Merchants
London, UK

Head of Customer Services

Berkmann Wine Cellars
London, UK

International Logistics Manager

Wine Source
London, UK

PR Manager

Master of Malt
Tonbridge, UK

General Manager: Pilango Cider Vault

Pilango Cider
Fulham, London

Office Manager

The Drinks Business Hong Kong
Hong Kong

International Bulk Wine & Spirits Show (IBWSS)

25th Jul 2018

Cape Wine 2018

Cape Town,South Africa
12th Sep 2018

The Wine & Spirits Show

London,United Kingdom
12th Oct 2018
Click to view more

The Global Malbec Masters 2018

Deadline : 1st August 2018

Champagne Masters 2018

Deadline : 1st August 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more