Blue Square Israel to launch 'loyalty club'

Blue Square Israel, one of the country's leading supermarket and retail chains, aims to boost its customer base to 500,000 by the end of the year.

By SHARON WROBEL
August 13, 2009 08:44

Blue Square Israel, one of the country's leading supermarket and retail chains, announced Wednesday it will launch a revamped loyalty scheme next week under the You brand, introducing loyalty- and credit-card reward schemes, with the aim of boosting its customer base to 500,000 by the end of the year. The new "loyalty club" will offer two different cards: a You loyalty card and a You loyalty credit card issued via Diners Club and Mastercard. By the end of 2009, Blue Square hopes to attract 350,000 You loyalty-card customers and 150,000 You loyalty-credit-card customers. Blue Square operates four food-marketing chains: Mega, Mega in the City, Mega Bull and Edan Teva Market. It introduced the You loyalty card in mid-2006, and it had 115,000 customers holding the Diners You credit card in mid-July. Rewards on the new loyalty cards include automatic rebates of NIS 2 to NIS 3 on a selection of 40 basic products that cost from NIS 20 to NIS 35 and special discounts on other products. Blue Square said it would spend NIS 2.5 million on the scheme's marketing campaign.


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