Case Study: Edgars achieves 900,000‑member omnichannel loyalty success with John Brown Media

A powerful omnichannel loyalty programme for South Africa’s biggest fashion retailer

Edgars, South Africa’s largest fashion retailer with more than 150 stores, wanted to strengthen and grow its long-standing Edgars Club loyalty programme by delivering more targeted, dynamic communications and recruiting new members. In 2011 John Brown Media was engaged to design and execute an omnichannel content and communications strategy across print and digital to meet members at their point of need.

John Brown Media implemented an integrated solution — producing the glossy Edgars Club magazine and Club MAN (200,000 circulation), running a member-focused website, monthly newsletters (200,000+ subscribers), and active social channels (Edgars Club Facebook 253,000 fans), plus in-store and partner content — to turn Edgars Club into an omnichannel content marketing success. The work grew an engaged membership base of more than 900,000, increased referral traffic and deal uptake (newsletters are the biggest driver), and expanded partnerships to over 95 brands.

Edgars

Belinda Godfrey

Marketing Executive