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Hachette Filipacchi to invest in loyalty

Sunday, January 3rd, 2010

Magazine publisher and media owner, Hachette Filipacchi UK is increasing it’s focus on loyalty with the launch of membership based clubs that are free to join for magazine subscribers. The magazine brands participating in this new initiative include ELLE, Red, ELLE Decoration and Psychologies.

Five annual partner brands have been selected to work across the upmarket women’s portfolio and will provide members with exclusive benefits and discounts. Launch partners include Reiss, Picturehouse Cinemas, Hotel du Vin & Malmaison Hotels, Café Rouge and nails inc. In addition to this, a number of monthly partners are also being targeted, with The White Company and Wahanda.com already signed up for February 2010. This activity is being managed by Cocktail Marketing, the UK’s leading brand loyalty partnership marketing agency.

Beyond this, members will benefit from unique rewards and offers that are bespoke to each magazine brand, such as film screenings and shopping events. These partnerships will be arranged directly by the publishing teams.

The membership clubs will be hosted online within the title websites, and will be supported by an integrated marketing campaign.

Tamsin Larcombe, Head of Subscription & Direct Marketing says: “The loyalty strategy is a key priority for us in 2010, as not only will it offer added value to our loyal customers, but it will also help deepen reader engagement levels and improve our understanding of customer preferences.”

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