When tasked with initiating new business opportunities for Diners Club our objectives were threefold:
- Encourage Diners Club Card activation – that is, give Cardmembers extra reasons to pull out their Diners Club card versus other cards in their wallet.
- Provide a tool that enhances Diners Club image, in keeping with their core T&E activities (travel and entertainment).
- Work with and support Diners Club merchants - promoting existing merchant's businesses and encouraging new signups.
The solution was the creation of an initial online shopping portal that utilises the permission we have from a large loyal pool of Cardmembers. Diners Club Prime Wine at www.primewine.co.nz offers promotions and specials from Wine Merchants and NZ vineyards exclusively for Diners Club Cardmembers – it's a great way for Cardmembers to get exclusive merchant offers and perks delivered to their email inbox.
The online wine club portal includes PRIME Wine Discovery Club and PRIME Wine Select Cellar:
- Discovery Club offers a wine plan where Cardmembers can receive carefully selected mixed cases of wine on a regular basis. Cardmembers can choice from our Premier or Value selections with white wine, red wine or mixed options in each.
- Select Cellar is our own wine shop where Cardmembers are treated to a selection of exclusive offers on 6-bottle and 12-bottle buys, direct from our New Zealand vineyards and our wine wholesalers.
Prime Wine is managed on Diners Club behalf by Wasabi's Koda Shop – our next generation permission marketing business. For your own tailored permission marketing solution email me at phil.dossett@kodashop.com or call 0800 543 200.
*Win a Case of Wine entrants must be Diners Club Cardmembers, NZ resident and over 18 years of age. Competition closes 31st March 2009.
