Waterstone's to run loyalty drive

LONDON - Waterstone's has hired direct agency OgilvyOne to launch its loyalty card.

The scheme is initially being rolled out to 12 of the HMV-owned retail stores in the South-West. It will award points to consumers for each purchase they make, which will then be redeemable against future buys.

OgilvyOne has been briefed to handle both on-line and offline customer communications to promote the card.

The agency will also be expected to provide data analysis over the duration of its contract, which runs until next April.

Waterstone's hopes the scheme will provide it with insights into its customer demographics. If successful, it plans to roll out the scheme nationally.

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