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Iceland promises personalisation for e-commerce offers

13 August 2013 - 11:13 by Sarah Collinson

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Iceland's on-off relationship with safe shopping online is set to heat up again in the next few months as it prepares for a full national launch of a grocery delivery service early in 2014.

Now the company has announced that it will be combining the new e-commerce platform with its Bonus loyalty card scheme, effectively allowing customers to earn points and benefits whether they shop online or in store, according to The Grocer.

As with other web-based retail outlets, part of the benefit of using a loyalty scheme, or at least having user accounts assigned to individual shoppers, is that retailers like Iceland are able to build up a detailed picture of the shopping habits of particular customers.

This means that it is then possible to supply them with bespoke information on offers which will be relevant to them, rather than bombarding them with potentially unrelated promotional material.

When Iceland launches its site for shopping online, the fact that it will use the Bonus loyalty card scheme will mean that it already has a detailed overview of the preferences of each customer based on what they have bought at its bricks and mortar outlets.

Iceland has been trialling its e-commerce delivery service since May and is expected to have rolled it out across the UK before the end of the year, or at least in the spring of next year.

The Bonus card integration has yet to be implemented in the areas where the scheme is available, but this should also be completed shortly after the national rollout has been finalised.

Similar initiatives from rival grocery retailers, including Tesco, have proven to be effective in recent years and it sounds like this could be good news for the customers and the company alike.