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Card was key to top store's renaissance

From the Echo, first published Wednesday 12th Dec 2001.

IoD/Daily Echo Marketing Challenge - WINNER: JE Beale plc

THE re-launch of the Beales account card in 2001 is a textbook example of a well-planned marketing campaign.

Originally launched in 1983, the account card was no longer providing the contribution to turnover of its earlier performance.

At the same time, Beales itself was undergoing a major repositioning with new corporate identity, marketing, and an updated merchandise mix and environment to widen its appeal to a new, younger target customer-base.

Among the initiatives introduced were new benefits linked to purchase behaviour, more fashionable messages with exclusive offers and a new mini magazine - OnAccount.

Since the re-launch in April, year-on-year applications are up 45 per cent and turnover is up 12 per cent. There has been increased take-up of offers and the number of statements issued has increased steadily.