Editor’s Note
This archived press release from 2012 details the launch of the LIORA loyalty campaign by German retailer real,-, featuring a collaboration with Dana Schweiger and Swarovski. It serves as a historical case study in retail marketing and premium loyalty program design.
(openPR) The LIORA loyalty campaign, launching nationwide in all 316 real,- stores starting Monday, February 20, sets new standards: real,- has secured the well-known model, entrepreneur, and mother of four, Dana Schweiger, for the LIORA collection made with SWAROVSKI ELEMENTS. This tailored premium program is being realized in cooperation with the specialist for customer loyalty programs, The Continuity Company Düsseldorf (TCC).
Until June 30, 2012, customers will receive one loyalty point for every €5 spent at real,- to collect and redeem. The collector’s booklet is complete with 30 points, and the customer can obtain one of thirteen attractive LIORA premiums with a small additional payment until July 28. Without collecting points, customers also have the option to purchase the premiums. For the LIORA premium campaign, 12 million collector’s booklets have been printed. Prominent support from Dana Schweiger, featured on displays and posters alongside strategically placed LIORA merchandise, generates attention in the stores. The premium campaign is being promoted nationwide through regional flyer advertising, radio spots, and PR activities.
All jewelry pieces in the LIORA collection are marked with the quality seal “MADE WITH SWAROVSKI ELEMENTS” to guarantee the authenticity and high quality of the crystal elements used. The LIORA jewelry collection is handmade from high-quality materials, skin-friendly, and undergoes special quality checks. Customers can choose from thirteen individual jewelry pieces for men, women, and young girls. The LIORA jewelry collection is also available online without loyalty points at www.lioracollection.de.