Arthur Kaplan Jewellers is seen to be successfully utilising customer relationship management to boost sales through their rewards programme partner eBucks.

Justin Divaris, Managing Director of Arthur Kaplan, says "our relationship with eBucks as both a spend and earn partner presents a synergy that enables our customers to utilize the earn and spend opportunities of eBucks while affording us exposure and access to the rapidly growing eBucks customer base. We feel that the alignment with a successful rewards programme such as eBucks greatly assists us in offering our customers a more rewarding experience and ultimately boosts revenue."

An apparent and positive result of this relationship is the number of Arthur Kaplan Jewellers products that have already been sold via the eBucks Shop since the launch of the partnership in November 2002, amounting to R96 648. Cobus Verster, head of Spend at eBucks.com says that online shopping is increasingly accepted alternative to traditional shopping methods and customer relationship management with eCRM technology is playing a far more influential role in retail. Verster states, "These sales figures illustrate the importance of online shopping as an additional sales channel as well as the power of eCRM tools for retailers". Customers of Arthur Kaplan Jewellers can now make their purchases easily and conveniently via the eBucks.com website. This relationship is supported by an interactive monthly electronic newsletter and strong in-store point-of-sale.

"eBucks strategically partnered with Arthur Kaplan Jewellers at an ideal time prior to the festive season." Verster adds that with the growing strength of eBucks, it was appropriate for the business to extend its reach to the retail sector and establish a 'real world' presence, thereby diversifying its customer base and enhancing the earn opportunities for eBucks' members.

In November, 20 000 of Arthur Kaplan's premium customers were added to the eBucks stable and all 511 000 of eBucks' customers are now able to earn eBucks by spending with Arthur Kaplan Jewellers and World's Finest Watches. The partnership between eBucks and Arthur Kaplan Jewellers has been mutually beneficial giving eBucks the opportunity to touch customers in the 'real world' of retail while enabling Arthur Kaplan Jewellers to significantly boost their sales by utilising the online sales channel and exposure to the existing eBucks customer base. And ultimately all customers involved are afforded an enhanced spending experience.

About eBucks:

eBucks, the rewards programme offered by First National Bank (FNB) and RMB Private Bank, is acknowledged as one of South Africa's leading rewards programmes with highly active members spending in excess of 80% of the eBucks earned in any given month.