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24 June 2008
Databac Group has launched into the UK market a new loyalty system currently making waves in continental Europe. Loyca is a card-based solution that uniquely enables retailers to respond in real-time to marketing information. Retailers can make changes to customer reward programmes quickly and easily, to take advantage of marketing opportunities as they arise without disrupting the programme. It also works with a number of terminal platforms, making it particularly attractive to international retailers where different transaction terminals are in use across their stores.
Developed by Carta+ in Belgium, Loyca enables retailers to retain and reward existing customers and win new ones. It encourages loyalty to a business or brand, increases individual customer spend, enhances brand image and improves customer experience. Loyca also gathers customer data for micro-marketing analysis.
"We are very excited about this system," said Databac managing director Charles Balcomb. "Its performance on the Continent has been staggering - increases in turnover of 30 per cent have been reported - and we are pleased to be able to extend its benefits to the UK market."
Loyca has already been successfully rolled out at multinational organisations across Europe, where millions of Loyca cards are used in loyalty, payment and private purse applications. These include international food retailer Delhaize (Food Lion), the RESŪ barter system in Belgium and French art supplies franchise Eclat de Verres.
Loyca allows retailers to implement their own customer reward programme. More than simply issuing customers with a store card, Loyca integrates marketing know-how and technological expertise. Nevertheless, its functionality is simple: transactions, such as loyalty points or percentage values on purchases, are recorded on a terminal using a card. This is sent to the front-end server which checks for data integrity, creates a uniform data structure and sends it on to the back-end server for processing.
Loyca uses an innovative 'Virtual Hardware Layer' which enables the same loyalty programme to run on different terminal platforms, including Presto from Intellect and Verifone's Vx570 and Omni 3750.
Its flexible scripting language enables retailers to add features to the programme at any point, such as e-purse, e-ticketing and e-subscription. The 'logic' behind the loyalty scheme can be changed quickly and easily, to incorporate on-the-spot changes for events like Mother's Day, end-of-stock sales or special promotions.
As a specialist card manufacturer and developer, Databac is able to custom-design cards to operate seamlessly with any loyalty scheme and brand them with store logo and graphics. Loyca works as standard with contact chip cards for security reasons, but can be implemented with other card technologies, including magnetic stripe, barcode and contactless chip.
Loyca's features include:
- Multi-platform
- High-end scripting language
- On-the-fly changes to loyalty programmes
- Data collection
- Optional integration with cash registers
An entry-level version of Loyca is also available as an out-of-the-box solution for independent retailers, fully scalable to allow more sites. This comes complete with 500 customer cards and registration forms, a terminal / card reader and Windows reporting software.
The system is available in English, Spanish, French, Dutch and Greek.
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About Loyca
Loyca is developed by Carta+ in Belgium and is based on the Blue-Wise software platform.
For further information
Mariam Khan
Databac European press office
Summit Media Services
Tel: +34 93 265 4463
Email: summit_media@compuserve.com
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