Description: Launched just over a year ago in Sweden, the Findus LunchKlubb is a cool example of a multichannel loyalty program: on some Dagens and Dagens XL ready meals for sale consumers find unique codes to be entered in the dedicated website to collect points and win prizes in the catalogue. The loyalty plan also includes the innovation of mobile technology, with the addition to unique in-pack codes of bi-dimensional QR codes to be read through the club’s smartphone application. There are also point incentives to register with the program and turn this into a viral initiative by inviting friends to join.
It is certainly a winning brand-loyalty model which reveals the increasing willingness on the part of European companies to use new technologies which connect purchase actions with digital experiences. It is a shame that text messages are not used as engagement channel, thereby cutting out 49% of Swedish consumers who do not own a smartphone.