Loyalty brings success at Waterstone’s

Loyalty cards have become part and parcel of everyday life and are an increasingly important tool for businesses looking to reward customers who remain loyal to their brand. However, for the system to run smoothly, there is a great deal of work going on behind the scenes from the moment the customer completes the application form to when they use their reward points and the savings they bring.

After careful planning, Waterstone’s launched their own loyalty card, The Waterstone’s Card, in September 2007 giving their customers the chance to earn points every time they purchased books in their stores or online. The scheme also gave the cardholders the opportunity to take advantage of unique special offers, receive email newsletters and enter exclusive competitions.

"Having some of the most comprehensive systems in the UK, Preview was well able to handle the requirements."

To process all of the application forms being returned from their stores, Waterstone’s needed a partner able to manage this key part of the operation. The company would need the resources in place to receive and scan the incoming loyalty card forms before securely sending on the details. They consulted Careline Services, one of their trusted suppliers, who in turn was able to recommend Preview as the ideal partner to fulfil this role and a company they already enjoyed a successful working relationship with. Having some of the most comprehensive systems in the UK, Preview was well able to handle the requirements.