Co-op unveils rebrand and new loyalty scheme

by Jennifer Whitehead, Brand Republic 29-Aug-06, 15:00

LONDON - The Co-op is launching a profit-share loyalty scheme as part of its £100m rebrand, in a move that harks back to its famous 'divi' scheme, which ended after decades in the mid-1970s.

As part of the revamp, 3,000 Co-op stores and outlets will rebranded as 'The co-operative'. The look is to be rolled out across its supermarkets, funeral parlours and banks, giving it a unified look.

Similarly, the loyalty scheme will cover numerous Co-op products, with customers earning one point for every pound spent on purchases including food, funerals and masonry, flights and travel insurance.

For loans with the Co-operative bank or Smile, the online bank, one point will be given for each £5 outstanding balance. Other financial products also qualify for points.

Twice a year, members of the scheme will receive a payout based on the profit earned by the Co-operative Group. Because of this, the company can not guarantee what payback members will get.

Membership to the scheme costs £1 and members will be issued with a card that can be used in all outlets participating in the scheme. Members can keep track of their points via a dedicated website.

The Co-op said it hoped the changes would make the chain the first choice with the community and highlight its dedication to social responsibility.

Co-op supermarkets used to have a 25% share of the UK grocery market, but it has lost ground to supermarkets such as Tesco, Sainsbury's and Asda. It now has 6% of the market.

Martin Beaumont, group chief executive, said: "At a time when communities are becoming increasingly dominated by a handful of large and impersonal businesses, we want to show UK consumers that there is a better alternative, one which is ultimately owned and controlled by them."

The company has a turnover of almost £8bn a year.

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