The retailer has scrapped its dual-pricing policy, which charged non-members more for products, and is revamping its customer loyalty card. The new MVC More card offers customers one point for every £1 spent and £2.50 for every 100 points gained. Loyal high-spending customers will receive additional points and members will be targeted with promotional offers relevant to their spending habits.
The launch is being backed by a £500,000 marketing campaign created by marketing agency Heresy, part of HHCL/ Red Cell. It aims to build awareness of the scheme over the next few months and especially during the Christmas period. Radio and press advertising will promote MVC More. Direct mail, email and in-store activity will support the above-the-line work.
The initiative has been led by MVC managing director Richard Izard and head of marketing Cormac Loughran, who joined from HMV earlier this year.
The relaunch was backed by customer research. "Research tells us we could have performed better in the past when it comes to less frequent buyers," said MVC head of retail Tony Prescott. "Dual pricing and the hassle factor of signing up to the card deterred some customers, especially at times like Christmas. We've removed this barrier and simplified the process in-store to make buying any product from our stores hassle-free."
The MVC More card is available across all 85 UK stores and via the retailer's .
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