Q. What member activity has been initiated and how many new members have resulted from this work this year?
During the last financial year, we had a number of ways of directly engaging with our members, including invite-only member events, monthly email updates and a magazine. We also attended over 100 community events.
With a programme of communications and incentives, we also reached out to re-engage with lapsed members.
Prior to the pandemic, we had booked venues across our region for member events that would have been attended by the Leadership Team and Board of Directors. We have plans to reinstate these member events, pending Government guidance.
At the start of the pandemic, we introduced weekly emails to keep our members and customers updated. Whilst we are reviewing the frequency and content, we intend to continue regular email communications with our members and customers.
To date this year, we have recruited 7,261 new members. This number is lower than recent years since we have not held as many recruitment events due to Covid-19.
Looking ahead to 2021, we will be introducing an online sign-up process that will enable new members to join in-store or at home and become an active member within minutes.
We have recently introduced a new Membership Management system, which enables us to get greater member insight and begin to produce much more tailored programmes for individual members based on their shopping behaviour.
We also have several partnerships ready to go but all have been hampered by the pandemic. We will communicate these to our members when the time is right.