GROWING LOYALTY

When it comes to creating a solid customer loyalty strategy many businesses mistakenly prescribe to the school of thought that loyalty is merely a matter of having a points or rewards system in place. 

Unfortunately, those businesses are missing the bigger picture, believes Tranxactor’s country sales manager Gurdeep Talwar, “Because loyalty is really about personalisation and ongoing customer engagement. Whether you are a small independent store or part of a large network, growing customer loyalty helps you to grow your business.”

Having been a major player in the sector for 24 years, Tranxactor fully understands that big picture on customer relationships and retention. This is a proud Kiwi company, supporting many of New Zealand’s leading loyalty, gift card, CRM and payment solutions, and working tirelessly behind the scenes in partnership with many of New Zealand’s highest profile retail and trade brands, as well as dozens of smaller businesses. 

A powerful solution                                                  

Tranxactor stands out in the market because it delivers both a powerful loyalty and CRM platform, as well as a full end-to-end gift card management system. The end-to-end service integrates smoothly with New Zealand’s payment networks and EFTPOS facilities.

“This combination is rare,” explains Gurdeep. “Most providers simply offer either a loyalty or gift platform, whereas Tranxactor brings both together under the one roof.

“This means clients don’t just get a system that collects data, they get a partner who helps them actually use that data to grow their business.”

He says the overall flexibility of the Tranxactor platform, and the ability to tailor it to each individual client’s needs, makes it a perfect match for New Zealand’s many busy franchises and multi-site businesses. High-profile premium café franchise Columbus Coffee is one of those partners successfully making full use of the platform. 

Smarter cost-effective growth

Cashflow is still king, and gift cards have been proven time and time again to enhance cashflow in any business. Also, in a challenging economy, keeping existing customers loyal is of utmost importance.

In 2025 businesses are watching their spend closely, and so are their customers, says Gurdeep. “That’s where the Tranxactor platform really helps – by ensuring that each customer visit or purchase is converted into a long-term relationship, not just a one-off sale.

“We can assist franchise businesses to do more with the customers they already have, rather than constantly chasing new ones. This is about building smarter, more cost-effective growth.”

“Our comprehensive financial settlement system also makes it easier for franchise stores and their head offices to pull or push funds, or points, between them,” explains Gurdeep.

Creating solid customer loyalty

Gurdeep can’t emphasise enough the mistake of regarding customer loyalty as simply a points or rewards program. Some franchises and businesses also fail to connect their loyalty program with their wider business goals – such as improving retention or increasing visit frequency.

“Another area where businesses often fall short relates to using the data they collect,” explains Gurdeep. “They gather a lot of data but don’t always have the tools or support to turn it into action. That’s where Tranxactor can really help make a huge difference.”

Don’t underestimate the benefits of a good old gift card solution either, he adds. “Not every business has gift cards available and put simply, in this day and age, not having a gift card means you are in effect handing over business to someone else.” 

Affordable and scalable

2025 has so far proven to be another tough year for the economy and for New Zealand’s business community. In such a challenging climate customer engagement and repeat purchase or visit activity is vital to a business’s survival.

It is therefore critical to have the ability to communicate to your customers directly based on that activity knowledge. John Norrie, Tranxactor’s founder and CEO, says while his company has worked primarily with very large business groups in the past, today they’re well equipped to manage customer connections for much smaller groups right down to a single store.

Tranxactor solutions don’t have to be about high-end products or plastic cards either. They can be just simple, affordable and all-digital solutions. One of the company’s most popular services is helping businesses to transform their loyalty or payment programmes from a physical ‘paper-based’ or plastic card system to one that’s fully digital.                    

Simple and consistent is best

When it comes to forging enduring customer relationships and CRM strategies, the key is to always keep it both simple and consistent, explains Gurdeep.

“Customers not only want rewards, they also want to feel recognised and valued.”

His advice is to focus on what matters most to your customers and to make each experience better than the last. “And make sure your CRM and loyalty program is something that your frontline staff believe in and confidently put to good use. When your team is engaged, your customers feel it too. 

“Don’t wait until things slow down to start building those relationships. Be proactive. Call me now to make a start on growing loyalty and growing your business.”  

See this advertorial on page 31 of Franchise New Zealand magazine Year 34 Issue 03

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