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Jack Rabbit’s bunny points loyalty scheme
Constellation label Jack Rabbit is about to launch an incentive scheme to reward trade customers for placing orders of the brand. The bunny points scheme will allow licensees to redeem points for a selection of items including spa days, UK vineyard tours and motor racing at Silverstone.
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To be launched on 1 April (it is not a joke), Jack Rabbit Wine Club is free for licensees to join via its website www.jackrabbitrewardsme.com. In launching the scheme, the brand hopes to capitalise on its current on-trade success of 10% year on year growth.
As well as the high-profile ‘experience’ days on offer, points can also be traded in for POS material including glasses, carafes, chalkboards and ice buckets.
Clare Griffiths, VP of European consumer marketing for Constellation said: “We recognise that these are tough times for licensees and want to try to alleviate some of the pressure by helping supply basic POS materials for free or perhaps an experience to give them a break and a day to remember. The Jack Rabbit Wine Club will not only benefit stockists by providing them with free essentials such as glassware but it will also drive lucrative wine sales as the merchandise will help keep the brand top-of-mind with consumers.”
Jane Parkinson, 11.03.09