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Editions

All deals are off

01 Oct 2013

Docklanders will no longer have their own loyalty program after Destination Docklands decided to cease operations of Docklander Deals last month.

The loyalty program has operated in Docklands since 2011 and gave local workers and residents access to exclusive discounts and offers from participating Docklands businesses.

Destination Docklands CEO Anita Donnelly said, following a review, the organisation’s board had decided not to continue with the program.

She said the decision was based on a number of factors including;

  • The questionable continued value of the program;
  • The program no longer being effective in a crowded market;
  • Target organisations starting their own loyalty programs; and
  • The program being inconsistent with the future activities of Destination Docklands, which are focused on a three-year events program, seasonal marketing campaigns and a digital strategy.

Ms Donnelly said Destination Docklands had consulted with the Docklands Chamber of Commerce and had the chamber’s support in its decision not to continue the program.

Ms Donnely said although Destination Docklands would be ceasing the program, the organisation would pursue opportunities for incentive programs around specific events, if appropriate.

“Docklander Deals was a positive development a few years ago and it has served its original purpose of increasing the profile of Docklands well,” Ms Donnelly said.

“It currently has over 5000 subscribers with that number continuing to grow, albeit at a much slower rate than previously,” she said.

Destination Docklands sent an email to Docklander Deals cardholders on September 24 advising the program would end on September 30.

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