BELGIUM — Databac Group has announced that its loyalty system Loyca, a card-based solution that enables retailers to respond in real-time to marketing information, is now available in the U.K. Retailers can make changes to customer reward programs quickly and easily, to take advantage of marketing opportunities as they arise without disrupting the program. It also works with a number of terminal platforms, making it particularly attractive to international retailers where different transaction terminals are in use across their stores.
Developed by Carta+ in Belgium, Loyca enables retailers to retain and reward existing customers and win new ones. It encourages loyalty to a business or brand, increases individual customer spend, enhances brand image and improves customer experience. Loyca also gathers customer data for micro-marketing analysis.
Loyca has already been successfully rolled out at multinational organizations across Europe, where millions of Loyca cards are used in loyalty, payment and private purse applications. These include international food retailer Delhaize (Food Lion), the RES barter system in Belgium and French art supplies franchise Eclat de Verres.
Loyca allows retailers to implement their own customer reward programs. More than simply issuing customers with a store card, Loyca integrates marketing know-how and technological expertise. Nevertheless, its functionality is simple: transactions, such as loyalty points or percentage values on purchases, are recorded on a terminal using a card. This is sent to the front-end server which checks for data integrity, creates a uniform data structure and sends it on to the back-end server for processing.
Loyca uses an innovative "Virtual Hardware Layer" which enables a single loyalty program to run on different terminal platforms, including Presto from Intellect and Verifone's Vx570 and Omni 3750.
Its flexible scripting language enables retailers to add features to the program at any point, such as e-purse, e-ticketing and e-subscription. The logic behind the loyalty scheme can be changed quickly and easily, to incorporate on-the-spot changes for events like Mother's Day, end-of-stock sales or special promotions.
