Mulkerns EUROSPAR, Forkhill, Co. Armagh Azpiral Customer Loyalty Programme

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OVERVIEW

Established in 1976 by Paul Mulkerns, the Mulkerns brand was one of the first stores to offer much needed convenience to the community; and has been supplying fresh foods and quality services for over 40 years. Initially located at 1 Newtown Road, in the village of Newtowncloughoge, the business outgrew its premises, and a new Supermarket, Filling Station and Post Office was constructed at its current location on the Forkhill Road in 1994. Since relocation, the business has continued to expand and develop, and the store has grown into a complete shopping experience including a Deli, a Butchery, an extensive Off Sales department, in-store Florist by ‘O’Neill’s Flowers’ & in-store bakery by ‘The Corn Dolly’.

REQUIRMENTS

Mulkerns wanted to offer their customers a loyalty programme that delivered:

• Points earning and redeeming
• In-store discount offers
• Fuel discount offers
• Customer Savings Club (Digitised) and Gift Cards

The most important requirement for Mulkerns management team was a customer loyalty solution all managed through one platform which could provide:

• Store wide and targeted customer offers
• Communication tools to enable customer engagement
• Smart Reporting
• A rich platform that continues to add new feature

Solution

Azpiral’s world-class loyalty and digital engagement platform, AzpiralPRO offers a wealth of features used to excite and engage customers and automate processes, making any reward and engagement programme easy to manage. This was important for Mulkern’s as they have customers from a large geographical area. This plug and play platform which is fully integrated to the Henderson Technology EDGEPoS EPOS solution enabled Mulkern’s EUROSPAR to implement its requirements both easily and quickly. AzpiralPRO’s easy to use interface meant they could customise and deliver rewards and communications to their customers efficiently.

INSTALLATION

Azpiral’s integration to Henderson Technology EDGEPoS solution via API meant that deployment to the store could be delivered seamlessly. AzpiralPRO is a SAAS solution and so negates the requirement for on-site costly hardware and time-consuming data management.

Being fully integrated to the EPOS enables two-way communications between AzpiralPRO and EDGEPoS. This two-way functionality enables Mulkerns EUROSPAR to operate a dynamic range of discount benefits to their customers in real-time and communicate with them effortlessly.

SUMMARY

When we look at managing customer loyalty, Mulkerns EUROSPAR are by far one of the most successful Henderson Group stores in Northern Ireland to run the Azpiral Customer Loyalty programme through EDGEPoS.  Thomas McGuinness Store Manager comments,

“We have approximately 7,000 customers now on our Loyalty programme.  With a population of around 700 people in Newtowncloughoge, this shows the further reach that we have with our shoppers.  Furthermore, we now have access to the demographics of our shoppers through the data collected.  We are able to see their age, gender and gather various other information on our shoppers.  The Loyalty really works for us, whether it’s through offering bespoke offers to our Loyalty customers only, or by running double points on certain items, we see an increase in spend and it allows us to upsell products which we need to.  It also offers the personal touch – when the customer scans their loyalty card their name appears on the cashiers’ screen and therefore the customer is being called by their name throughout the transaction.  Our customers love it.”