Cormac Tobin Talks Loyalty
Discover the cure for every marketer’s headache
An Post was delighted to welcome over 100 of Ireland's leading marketers to the Royal College of Physicians on the 7 September to hear Cormac Tobin share his award-winning case study that coughed up a real return on investment through loyalty.
Cormac Tobin, managing director of the 72-store DocMorris/Unicarepharmacy group, is passionate about loyalty for a reason. In less than 12 months, the Unicare PLUS loyalty programme went from zero to hero and earned the loyalty of a whopping 40,000 customers. Unbelievable? It’s absolutely true.
40,000 loyal customers not to be sneezed at!
Cormac gave an overview of the DocMorris/Unicarepharmacy business and how he ensures the organisation is committed to loyalty. He shared how direct mail plays an important role in recruiting members and generating value which resulted in 40,000 members being recruited, and importantly, an increase in sales. See below for Cormac's presentation.
Amie Peters, Head of Direct Mail at An Post spoke about the importance of Integration (AND not OR). 'Marketers know that integration is good, that it amplifies a message to get the best value from a brand's budget. One of the best places to see this impact is in Loyalty Marketing. This is proved as 95% of Irish consumers prefer to receive their rewards communications by post, versus just 4% for email. 27% of 18-25 year olds say that direct mail is effective at building loyalty, which is ten-times more than social media. You can absolutely see that we need to be integrated in our contact with customers', she says.
Cormac Tobin is one of Ireland’s leading businessmen and has the energy, drive, and indeed figures, to inspire. Having bought into customer loyalty from a young age - starting in Superquinn, at 13, he became the youngest store manager at 23 and graduated to the board in 2000. He’s been Managing Director of DocMorris/Unicarepharmacy since 2006 and played a pivotal part in winning customer loyalty while winning a top award in the bargain.The Unicarepharmacy brand is currently undergoing a major rebrand transforming its brand over the next 18 months to DocMorris.
Irish Research: Loyalty & Reward Programmes
Direct Mail is still the best way to keep customers coming back. Don't miss out on this and other important marketing insights, especially if profiting from loyal customers is part of your business plans. Download the full report here (new window, .pdf, 1.21MB)
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