New, intelligent, and effective loyalization strategies do not only arise outside of our country. The specialty toy store chain, Imaginarium, has been able to, in its brief history, win over an extremely loyal clientele, which includes children and, above all, their parents. Using its affinity card, “Familycard Imaginarium”, and with the creation of a “Club Imaginarium”, which already has close to 400,000 members, the company has been able to establish a relational marketing model based on actions designed “with the customer” and not, unilaterally, “at the customer”. In “Club Imaginarium”, parents have advantages to their purchases, promotions, search for the most appropriate toy, discounts for large families… Moreover, they receive advice on the most appropriate toys, and privileged treatment in the store, with special touches and gifts. The chain has even organized two days per year in which the establishment is only open to club members, where they receive advice from specialized personnel and the scoop on all new products.
Opting for a model of items that combine fun and learning, and inviting parents to participate in the improvement of its products and services, Imaginarium has not only been able to consolidate an extremely loyal clientele, but also to establish itself as a brand that inspires “absolute confidence”: a fundamental added value when it comes to the infant target. The “Imaginarium Case” and its relational marketing model have garnered so much interest, that they have been included in an extremely extensive work produced by the IESE professor, Lluís G. Renart , and researchers Francesc Parés and Laureano Berasategui, which was just awarded as “Best Case of the Year” in the Marketing category, by the prestigious European Foundation Management Development (EFMD). Since its constitution in 1992, the “Imaginarium model” has led the educational toy chain to have more than 285 points of sale, in 23 countries worldwide, with an intelligently loyal clientele, that is, pro-active in their relationship with the company and an efficient consumer motivator for its products and services.