With a rich heritage in the region, Certified holds itself to a high standard. So as they underwent a major rebranding process, including a full web redesign, Certified remained intent on becoming a leading retail company. This meant projecting a new, consumer-first image and delivering programs like customer loyalty.
Certified tasked a cross-functional team to do a comprehensive assessment of loyalty programs offered by convenience stores and other retail channels. Then, they were asked to design an appropriate pilot exercise for Certified.
Sound planning and systems from Verifone and Verifone partners enabled a quick start for Certified loyalty.
While completing its rebranding and website rebuild, Certified was also in the process of addressing other infrastructure changes and had upgraded many sites to a new WAN as well as to the Verifone Sapphire site controller and web server system. All these changes contributed to the readiness of a loyalty solution.
After a thoughtful RFQ process, Certified selected ValueCentric Marketing Group (VCMG), a Verifone partner, for its card based “Certified Savings Program” loyalty program. This solution would cast Sapphire as the collection point for the loyalty program’s data, and VCMG as the administrator of the program. Both the Sapphire system and VCMG would also provide custom and standard reporting for Certified to monitor results.
To prepare for the pilots, Certified’s loyalty team, Verifone and VCMG, prepared a profile for pilot locations, completed the software customization, and drafted marketing plans. The pilot, while a test, was still very comprehensive in nature, and the program launched as a complete and ready-for-market solution. Certified was determined to see that the pilot was meaningful and very successful.