Loyalty Case Study





Initially The Louis Fitzgerald Group wanted to introduce a way to reward its customers for shopping in its 10 off-license stores. They wanted to do this to increase participation and average transaction value as they knew they were unable to compete with the larger multiples on price. After discussing their needs with us they decided to launch the Loyalty Platform and also explore extending the platform into The Fitzgerald Group Nightclub and Hotel sites as well as extending to employees to reward them for their hard work during the year. The loyalty platform allows them to offer exclusive promotions and offers and inform customers of them directly via the system.

In the six years since launching the number of registered users has
grown from 27,563 to 68,480 – an increase of 148%. In addition to this incredible growth in users of the platform:

Customers are able to collect points and redeem them against purchases immediately across all of the sites. There is no waiting for statements or to build up a level of points before spending – making reward and gratification immediate
Amazing customer promotions and deals have driven participation and footfall and helped to combat the price challenges of competing with the large multiple stores
Louis Fitzgerald Group has been able to better engage with customers with the ability to contact them about promotions, news, opening times, new products, deals and much more via push notification whenever, quickly and easily: meaning a greater and easier level of communication and connection with customers
Louis Fitzgerald Group has full control of all promotional activity with the ability to review and assess performance instantly: anytime, anywhere and from any device and providing a more strategic approach to commercially planning customer marketing activity

The launch of the loyalty platform has been a great success for The Fitzgerald Group.


The key to the success of The Louis Fitzgerald Group over the years has been about us having controls in place to help us run our business effectively. BlueRunner Solutions has provided us with the tools to do this through its loyalty and payment platform. We have total visibility of all transactions and from my point of view this has made it much easier than previously to maintain business controls and make key decisions around the offer. The platform has certainly helped us through a very tough trading period and we have really seen the commercial benefit over the past 6 years. It has been very popular with our customers and there is now over 60,000 customers on the scheme. From day one, dealing with Chris and his team has been an absolute pleasure. In particular Chris and Richard have been the epitome of professionalism. Without doubt the relationship I have built up with the team over the past 6 years has been the best I have had with any supplier partner I have worked with!


Les Higgins – The Fitzgerald Group Inventory Control Manager

138-140 Alexandra Road, London SW19 7JY

T: (0)208 944 2158 | info@bluerunnersolutions.com | www.bluerunnersolutions.com