The new card, dubbed Hao kang or 'Goodies', comes as Carrefour, Taiwan's largest superstore network, is poised for further expansion in the Taiwanese market following a takeover of Tesco's outlets nationally.
Carrefour had been the last of the three largest stores without a loyalty card, with main rivals RT-Mart and Geant both running their own programmes for a number of years.
Carrefour had been the last of the three largest stores without a loyalty card, with main rivals RT-Mart and Geant both running their own programmes for a number of years.
The launch is supported by a massive instore campaign and a series of above-the-line ads attacking the weaknesses of rival cards before highlighting the benefits of Carrefour's scheme. "Price and promotions are the most important reasons that determine a shopping trip in Taiwan," explained Julie Chu, business director for Saatchi & Saatchi, the agency behind the launch campaign. "Many customers are familiar with loyalty schemes — two major competitors have had loyalty cards but their reward programmes are not friendly."
