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Exercise: Loyalty cards proving popular

This exercise is linked to the articles:  Loyalty cards proving popular and E-shopping will not displace brick and mortar shops

(Source: Erik Rédli)

Key vocabulary: board of directors, chair(man), discount, drug store, holder, interest, issue, loyalty card, marketing department, marketing director, misuse, optic, pharmacy, purchase, retail, return, sales support, store, to target

 

Introductory questions:

1, Do you have any loyalty cards?

2, What are the advantages and disadvantages of loyalty cards?

3, Do you prefer online shopping or brick and mortar stores?

4, Which of the following items would you buy in: a, online b, normal shop? Why?

Food, clothes, perfume, books, music CDs, motorbike,

5, Why are the products at the wholesalers cheaper than at the retailers?

 

I, Read the article - Loyalty cards proving popular and answer the following questions!

1, From what Mr Kadleček said, how do the loyalty cards help the retailers?

2, How many people were approached in the GfK survey?

3, What types of shops usually benefit the most from the loyalty cards?

4, You can't buy petrol with a Tesco voucher. T - F

5, In COOP Jednota, you get discounts more often than in Tesco. T - F

6, If you tell Billa about your birthday, you can save some money on shopping. T - F

7, More than 50% of the participants of the GfK survey would recommend a loyalty card to their friends. T - F

8, Describe how personal details connected to a loyalty card can help the retailer target customers.

9, How are the personal information of the clients at COOP Jednota protected?

10, How can you avoid personal detail misuse?

 

II What is the difference between

a voucher and a loyalty card?

wholesale and retail

sale and discount 

 

III, Read the article and fill in the box with a, an, the, or -!

Though 1___online purchasing is 2____ biggest revolution in retail since supermarkets and its importance is expected to grow, brick and mortar shops will remain 3___ main spot for shopping, according to 4___ survey by CBRE real estate consulting company.

 

The 2014 study targeted 21,000 customers from 21 countries. About 9 to 10 percent of 5 ___ purchases are done online in Europe. In case of 6 __ food it is 1-2 percent, fashion and clothing about 19 percent and books 30 percent, Walter Woefler, head of retail at CEE CBRE, told the press in mid January. Nearly 90 percent of people who want to shop however go to the shop.

 

“They first find 7 ___ products on the internet, make 8 __ online survey and then buy it in 9 __ brick and mortar shop,” Woefler said, as quoted by the TASR newswire.

 

Peter Pohanka, letting manager at CBRE, added that 10 __few years ago, the shopping centres perceived the online shopping as 11 __ unchanging phenomenon. This has, however, changed.

 

“On one hand the traditional brick and mortar retails open new channels via the internet, but on 12 ___ other hand the shops which started on the internet appear in shopping centres,” Pohanka told the press.

 

As 13 __ example, he mentioned 14 __ bookstore Martinus, and also e-shops like Mall.sk, Alza.sk and Hej.sk. There is also an increase in premises where the customers can get in person 15 __ perfume which they ordered online.

 

Woefler called the connection between e-shopping and brick and mortar shops the main aim of contemporary retailers.

 

“The vendors in fact are not interested in delivering goods from logistics centres to their clients as it is costly and causes them losses,” he said, as quoted by TASR.

 

 

further reading: http://www.forbes.com/sites/kashmirhill/2012/02/16/how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/

 

solutions to the questions

1, From what Mr. Kadleček said, how do the loyalty cards help the retailers?

“identify the customer and his or her behaviour”.

2, How many people were approached in the DfK survey?

700 respondents in Slovakia

3, What types of shops usually benefit the most from the loyalty cards?

food stores and services

4, You can't buy petrol with a Tesco voucher. T - F

F, you can buy petrol at Tesco affiliated pumps.

5, In COOP Jednota, you get discounts more often than in Tesco. T - F

F, in Tesco you get vouchers every three months, in Jednota twice a year

6, If you tell Billa about your birthday, you can save some money on shopping. T - F

T, there are birthday offers

7, More that 50% of the participants of the GfK survey would recommend a loyalty card to their friends. T - F

F, only two-fifths

8, Describe how personal details connected to the loyalty card can help the retailer target customers.

it helps to get more information about the customer, identify the customer's behaviour, attract them to discounts

9, How is the personal information of the clients at COOP Jednota protected?

they use a special system which is secured against the harmful codes or undesired modifications of the information system

10, How can you avoid personal detail misuse?

“The customers can prevent misusing their details by considering which data they will provide and which programmes they will join,”

 

answers to ex. III: 1 the, 2 the, 3 the, 4 a, 5 the, 6 the, 7 the, 8 an, 9 a, 10 a, 11 an, 12 the, 13 an, 14 the, 15 a

 

This exercise is published as part of Spectator College, a programme created by The Slovak Spectator  with the support of Petit Academy Foundation  and Orange Foundation .

Topic: Spectator College


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