Chain Reaction Cycles retail store on Belfast’s Boucher Road have launched a new incentive to all Cycling Ireland affiliated clubs in the form of a Club Loyalty Card.
The Club Loyalty Card allows customers to contribute to a cash-back award to their respective cycling club with all in-store purchases in the CRC Belfast Boucher Road branch.
For cycling clubs – road, track, off-road, BMX etc – this means an additional kitty to dip into for expenses and spends throughout the year.
Stephen Laird, Store Manager said, “In 2018 we launched our Rewards Card for all of our customers. This allows a cash-back on purchases, built up from reward points gained on previous transactions.
“It’s not a new concept, but one consumers are used to seeing in large retailers with the likes of Tesco Club Card or Boots Reward points being similar setups. This scheme has worked well, with thousands of private card holders now across the country engaging and gaining reward points.
“At the start of 2019 we wondered if the same idea could be rolled out with our local clubs. Over the years we’ve engaged with a lot of clubs in NI, either through sponsorship of jerseys, riders or events.
“One of the challenges we always faced was how to measure a return of-investment with sponsorship. We know that Cycling Ireland members shop in-store and our on-line channel brands (Chain Reaction Cycles, Wiggle and Bike 24). However, it’s been tricky to tie down spend by individual clubs as there was little way of capturing this.
“With the Rewards Card, we can now allocate each private member to a club or organisation. This data allows us to see which actual clubs are visiting the Belfast store, spending and in-turn, be rewarded by us in the form of loyalty points. These accumulated points are then matched up and transferred into a cash-back card for the club treasurer/secretary to hold and use.”
Since January, several clubs have signed up to the Club Affiliate Scheme. Paul Murdoch, Chairman of Ballymena Road Club said…
“With CRC Belfast being our main sponsor we were keen that our members engaged and built relationships with the store (as opposed the website) and we encouraged members to sign-up to the rewards scheme earlier in the year.
“Not only are our members receiving cash-back on their own purchases, but the club has built up a healthy balance on our club card, which we will use to buy prizes later this year. It’s a great idea because not only is the club being rewarded but, the engagement our members have with the guys in the Belfast store is brilliant.”
Julie Rea, chairperson at local Belfast club Phoenix CC said…
“With the Boucher Road store being so central to our members it made perfect sense to sign up to the Club Affiliate Scheme. To date, we have received a substantial cash-back value to the club.
I’ve been encouraging members to visit the store and get signed up with one of the rewards cards. The guys and girls have spent a lot of money with the CRC store this year and its really nice that we’ve seen a return back to Phoenix CC which we look forward to spending in-store.”
With the affiliate scheme now live and open to all Cycling Ireland clubs, Stephen added…
“We are really keen for clubs the length and width of Ireland to get signed-up and avail of the benefits. We are really keen to engage with all clubs and the card now helps kick-start the process of not only rewarding points back to the club but also allows us to have those conversations about helping with events and initiatives clubs are planning for 2020 and beyond.”
For further details, call in with the team in the Belfast store or drop an email to Belfast_store@chainreactioncycles.com.
The Club Affiliate Scheme is for in-store purchases only and cannot be redeemed through any of the on-line channels.