HJM has been working with Homebase since 2006. We help them plan special discount weekends that are promoted to closed user groups. By offering these discounts to closed user groups, Homebase can use these events tactically to drive footfall to their stores, without being seen by the general public as a serial discounter.
Homebase provide HJM with a list of event dates for the financial year. HJM plan the events around these dates, negotiating the terms of the event with each partner and the methods in which the event will be promoted.
These events are perceived as ‘membership benefits’ by various members. For example, members of the Caravan Club will call the customer service team and ask them when the next member event is taking place. Bauer Media position these events as a reward, to thank their subscribers for their continued loyalty.