- On-demand printing of customer discount vouchers which allow a fully personalised customer offering to be delivered
- Central management of customer loyalty voucher printing has enabled changes to be made at any time throughout all stores via Zebra® printers simultaneously
Pioneering customer relationship management
Caprabo was established 48 years ago. One of the mainstays of this Spanish retailer's extraordinary growth and development has been its customer loyalty programme. The company first launched its loyalty scheme back in 1996 with the first customer loyalty card, an innovative project which made Caprabo a pioneer in customer relationship managment at that time. Now, more than ten years later, this organisation continues to innovate and implement initiatives that help differentiate it from other competitors in the retail sector. In 2006 Caprabo launched a new loyalty programme designed to offer maximum savings for its customers, consequently this retailer has one of the highest scores in the use of its customer loyalty cards when purchases are made. With over 80% of its customer base being card holders, there are more than two million active.
Printing customer vouchers on demand
Caprabo's latest development in its customer layalty programme provides discount vouchers to customers. Rather than sending out the vouchers by post, which can be an expensive and time consuming process, Caprabo wanted to immediately print the discount vouchers for customers on demand, at the point of purchase.
Caprabo looked at various different printing solutions on the market and in the end chose Zebra's LP 2844-Z desktop thermal printer with automatic cutter. The printer has a specially designed media support, from which the operator picks up the vouchers before handing them to the customer. Caprabo installed a total of 3000 Zebra® desktop printers in their supermarkets, which averaged one printer at each supermarket checkout. These printers enable the immediate generation of a highly personalised communication with the customer, which in turn allows the promotion of special offers and specific products.
This is an innovative approach in the retail market. Zebra's printing solutions offers simple programming and printing which is easy to integrate into existing systems. A wide range of design options, optimum printing quality and the ability to print on high quality papers were key requirements for this project.