Customer Loyalty

Way back in 2009, ProCo was approached by a key partner, Nigel Botterill of Entrepreneurs Circle, to help deliver a print solution for a customer loyalty programme for small businesses.

ProCo created a simple system to produce highly personalised direct mail postcards using DirectSmile technology, allowing independent restaurants and hair & beauty salons to create their own local marketing campaigns. But whoever said simple had to be basic?


As demand grew, it was clear the simple system for ordering personalised printed products needed to evolve. The result was Explosive Marketing. A bespoke loyalty, campaign management and database system with automated feedback systems, reporting tools and the ability to send emails and text messages – to produce timely, relevant and tailored communications, based on customer behaviour and habits. Right now over 100 businesses are taking advantage of this easy marketing and loyalty system to engage with their combined 200,000+ customers.

And ProCo liked the idea of Explosive Marketing so much, they bought it.

Christian Peacock, Explosive Marketing Business Manager explains: “Explosive Marketing is a completely unique and extremely powerful loyalty and retention tool. It uses the five key elements of marketing best practice – loyalty, database marketing, customer communication, reporting and feedback – to provide a completely managed, integrated marketing service to businesses.


“It’s the best marketing tool I’ve come across in 26 years in the hospitality industry”

Phil Kiernan, The Farmers Boy Inn, Gloucestershire


The system allows business owners to build and maintain a valuable database of customers and deliver regular, creative, integrated communications using direct mail, email and SMS. It also makes it easy for them to deliver completely personal offers and incentives, build strong customer relationships and drive repeat visits.”


The technology creates custom templates which have areas for personalisation and dynamic content, and contain various offer levels and reward voucher incentives for customers to collect loyalty points – encouraging repeat visits. Business owners can determine their own reward threshold or the value of each reward point. Then, when targets are hit, reward vouchers are automatically sent out with unique barcodes for tracking, reporting and analysis. Simple, right?


Each business gets their own branded management web page, allowing instant access to their account and members’ details – and the ability to send tailored HTML emails and text messages to the right people, at the right time. Personalised emails can be set up to trigger automatically after customer visits encouraging customers to feed back on their experience. This insight can then be used to see the bigger picture of what’s going on, or even to message customers directly for that really personal approach.

“After 6 months I saw a 30% increase in revenue to my business, nothing has had such an impact in the 32 years I have worked in the pub/restaurant industry”

Barry Coe, The Jolly Drover, Hampshire

“A Loyalty Card and supporting Marketing activity is incredibly important in the restaurant industry, it gives you the edge over the competition”

Sachin Bajpai, FED Restaurant, Cardiff

Last year, Explosive Marketing launched a new version of the online platform to all new and existing users, featuring lots of new tools, incredible real-time information and a free app that allows card scanning anywhere there’s internet.


Visit the Explosive Marketing website
to find out more about how we can help you plan,
create and deliver your marketing activity more efficiently.