BB Retail Capital success story, Bras N Things, extends the Pulse Loyalty Program to New Zealand.

On September 17th the highly successful Pulse™ Rewards loyalty program rolled out across all ten New Zealand Bras N Things (BNT) stores.

BNT, a specialty retailer of women’s lingerie, sleepwear and swimwear, is one of five brands that participate in the Pulse™ Rewards Program. The international expansion of Pulse™ takes in stores in Christchurch, Wellington, Auckland and Hamilton, and allows BNT New Zealand members to use their Pulse™ card when shopping not only in New Zealand, but also at any Pulse™ store in Australia.

Every time a BNT New Zealand member uses their Pulse™ card they are eligible to win instant prizes, receive special offers and - from November - all members will be automatically entered into the Pulse™ program major prize draw. In the past twelve months more than A$5 million dollars worth of prizes have been awarded to Pulse™ members – with major prizes including experiential privileges such as meet-and-greets with The Scissor Sisters, and Pink! in London.

Visible Results™, the global loyalty marketing specialists who manage the day-to-day operations of Pulse™ and developed the program’s strategy; are excited about the prospect of expanding the platform across the Tasman. When asked what he believes is driving the high level of adoption amongst Australian consumers, Visible Results General Manager Mark Pullen acknowledged that the appealing customer proposition built into the program’s design was probably at the core. “Many loyalty programs fail to engage their customers and points earned often ‘disappear’ into a database. But Pulse™ delivers upon its promise: awards are both attainable and valued, and the instant and major rewards are tangible acknowledgement a customer’s continued patronage. They are a ‘Thank You’ for being a Pulse customer.”

Having successfully engaged the target higher-value segment of their customer base, BBRC has seen member average transaction values 50 percent higher than total customers, and cardholder transaction frequency follow suit.

Pulse™ Rewards operates across entertainment brands Sanity Music, HMV, Virgin Entertainment, (and Virgin @ Myer) as well as lingerie and sleepwear brand BNT and homewares concept, dusk. Pulse™ is a successful initiative of BB Retail Capital - Australia’s third-largest retailing group operating over 700 retail stores and employing over 5,000 people nationwide.

BNT operates 145 stores across Australia and in terms of its contribution to Pulse™; the brand has outperformed some of its larger and more high-profile cousins. Whilst the entertainment brands benefit from higher customer transaction frequency and therefore have greater opportunity to enrol customers, 22 percent of all Pulse™ members were enrolled in a BNT store.

A key element of the loyalty marketing platform is the unique thermochromic membership card - Graphicard™. Developed by Visible Results, the entire face of the membership card is re-imaged every time it is swiped. Reward points, the printing of promotional card messages, and the printing of contextually relevant point-of-sale offer vouchers all occur in real time at the point-of-sale.

Card and voucher messaging combine with program email and in-store advertising to deliver one of the most powerful integrated marketing mediums available.

About Visible Results™

Visible Results™ is a leading developer of unique loyalty marketing programs that provide innovative relationship marketing solutions for retailers and other consumer-facing branded businesses Visible Results' global organisation supports a broad spectrum of clients across the specialty retail, mass merchandising and shopping centre sector in Australia, New Zealand, USA, UK, Asia and the Middle East. Visible Results are the global provider of the unique Graphicard™ solution.

Contact: Mark Pullen, General Manager, Visible Results™ Australia Pty Ltd +61-2-8332-6868 or mpullen@visible-results.com.au

About BB Retail Capital

BB Retail Capital (formerly Globell Glen) is a substantial and dynamic investment group focused primarily on retail investments. BB Retail Capital was established in 1980 by Brett Blundy. BB Retail Capital undertakes active investments in dynamic retail companies, and dynamic retail properties. BB Retail Capital successfully privatized Brazin Ltd in December 2006. The brands include Sanity Entertainment, Virgin Entertainment, HMV, BNT (Aus & NZ), Diva (Aust $ NZ) and dusk.