Axfood has launched a loyalty programme at its discount food format, Willys.
According to the company, it is the first loyalty scheme offered by a discount retailer in Sweden.
The move marks a shift away from "traditional mass direct mail" marketing and toward targeted digital communications. The digital nature of the campaign meals that it is "highly cost effective".
The programme aims to drive consumer loyalty and "strengthen" Willys relationship with consumers.
Source:
http://www.just-food.com/news/axfood-launches-willys-loyalty-scheme_id121957.aspx
