The popular Internet reward programme, MyPoints, is out to take the UK by storm. It went live in September, and members can redeem their points with 50 leading UK brand names.
Since its US launch in 1996, the MyPoints programme has attracted over 15 million members, with 25,000 new members signing up every day, and a reach of over 12% of US Internet users. MyPoints Europe expects to emulate this success and attract over 5% of the UK’s online population within 12 months of operation.
MyPoints Europe is a joint venture between MyPoints.com Inc and Great Universal Stores, London. GUS has a 10% holding in the company and will be investing $13 million as the majority shareholder in the new European venture.
Advertisers award points for virtually any online consumer activity: from reading and responding to e-mail offers; participating in regular online surveys; taking up a trial offer; or making a purchase. Points can be redeemed for theatre tokens, travel or gift vouchers from more than 50 leading brands including David Lloyd, Marks & Spencer, Our Price, Virgin, Dixons, Argos, B&Q, Currys, PC World, The Link, Woolworths, Café Rouge, TGI Friday, Pizza Hut, Virgin Atlantic, British Midland and Eurostar.
David Brosse, marketing director, commented, “We hope to emulate the success that MyPoints has had in the US, and within 12 months, have registered over 500,000 members. We believe that MyPoints will soon be the most popular on-line rewards programme in the UK.”
MyPoints offers consumers two primary ways to earn points: either browsing on to an ‘earnings’ page showing offers, or by accepting BonusMail, which delivers targeted offers directly to the consumer’s e-mail box. When registering their personal profile, members are asked to indicate their interests, so that they can receive targeted advertising offers. Once registered, members can change their preferences at any time.
The Great Universal Stores runs information services through Experian, logistics and customer care through Reality, and multi-channel retailing through Argos Retail Group. GUS also owns Burberry, the luxury fashion brand.