KappAhl rewards with new customer magazine
KappAhl continues its focus forward. Yesterday the fashion retailer announced its launch of a new communication concept. Now KappAhl add even further and presents a new customer magazine for club members.
Next week, the same week as the new advertising concept is launched, KappAhl rewards their most loyal fashion club members with a club magazine sent home by post. The magazine will also be available in limited quantities in stores. The fashion chain wants to give its customers a lifestyle magazine that in addition to fashion and shopping also includes food, lifestyle, culture, street fashion, beauty, health, KappAhl's history, design and more.
The fashion chain's loyalty club Life & Style has been hugely successful. Only a year ago the club started from zero after completing a multi-year collaboration with MedMera.
– Today we have many unique loyalty club members. Now we want to reward them and also gain a deeper and more insightful relationship, says Anders Paulsson, Vice President Marketing at KappAhl.
Prior work on its new communication concept, KappAhl has recently completed its largest customer survey ever with 4000 respondents.
– Through the survey, we have received many responses to what our customers want. An own customer magazine with content that reflects her everyday life is an important part to make KappAhl attractive in the dialogue with the customer, says Anders Paulsson.
The idea of a magazine that is more like a women's magazine has been on KappAhl for a long time. Partner in the production of the club magazine Life & Style is journal producers Make Your Mark. The result is a customer magazine with customized pages for different countries. A premium product with KappAhl’s friendly and warm touch.
Additionally, everyday heroes in Sweden, Poland and Finland are rewarded.
– We agreed that we wanted to give the most loyal club customers something extra, a well worked magazine, says Anders Paulsson.
The first issue of the magazine Life & Style is distributed next week in Sweden, Poland and Finland in just over 600 000 copies. The magazine is planned to come out with four issues each year.
– The goal is to expand to several of the countries where KappAhl is represented. This is just the beginning, says Anders Paulsson.
A selection from KappAhl's customer magazine Life & Style is separately attached (in Swedish). Complete version will be available on www.kappahl.com from Monday 24 September.
For more information:
Anders Paulsson, VP Marketing, tel. +46 705 27 66 56, anders.paulsson@kappahl.com
Annette Björklund, Head PR, tel. +46 704 71 55 42, annette.bjorklund@kappahl.com
For a printed version of the customer magazine Life & Style:
Annette Björklund, Head PR, e-post: annette.bjorklund@kappahl.com
KappAhl is a leading Nordic fashion chain with more than 380 stores and close to 4 900 co-workers in Sweden, Norway, Finland, Poland and the Czech Republic. KappAhl designs, markets and sells value-for-money fashion and focus in particular on women 30-50 years of age. During the financial year 2010/2011, KappAhl had sales of nearly SEK 5 billion, with an operating profit of SEK 222 million. KappAhl shares are listed on the NASDAQ OMX Stockholm. In 1999, KappAhl was the first fashion chain to receive environmental management standard certification. Further information is available at www.kappahl.com.
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