Hachette Filipacchi launches reader loyalty clubs

Magazine publisher Hachette Filipacchi UK is to introduce a series of free reader loyalty clubs to its portfolio of women’s titles.

The clubs, which will be accessible only to subscribers of Elle, Red, Elle Decoration and Psychologies, aim to reward readers with offers, including film screenings, discounts and shopping events, which will be tailored specifically to each title.

The publisher said today that five “annual” partner brands have already been selected: Reiss, Picturehouse Cinemas, Hotel du Vin & Malmaison Hotels, Café Rouge and Nails Inc.

In addition, a number of “monthly” partners will also be selected. Hachette Filipacchi said The White Company and Wahanda.com had been signed up for February, 2010.

Tamsin Larcombe, Hachette’s head of subscription and direct marketing said: “The loyalty strategy is a key priority for us in 2010.

“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.”

The Hachette clubs had close similarities to the Times + membership scheme launched by The Times and the Sunday Times in October offering readers special offers and access to exclusive events in return for a £50 annual fee.

That move built on the Sunday Times’ arts and entertainment programme Culture+, a complimentary loyalty service offering events tickets and discounts to subscribers, which attracted more than 100,000 members.

Hachette Filipacchi’s membership clubs, which will be managed Cocktail Marketing, will be hosted on the websites of each magazine.

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