The Stone Consultancy worked with Jaeger to create a business and customer-focused retail strategy for developing and launching the Jaeger Loyalty Card in 2009 and has been working with Jaeger on an on-going basis since launch.


Jaeger had an existing charge card, but the proposition was out of date and the majority of customers were not being captured by their existing card. The Stone Consultancy utilised its industry- leading marketing and retail knowledge to develop a new strategy, which would encourage all Jaeger customers to join and reap rewards for buying at Jaeger. In addition, The Stone Consultancy were instrumental in leading a tender to purchase Jaeger's existing card data and to run the new card on their behalf, ensuring a beneficial profit-sharing agreement. The card operates in store and online.

The strategic use of customer relationship marketing has been key, enabling Jaeger to identify and understand their customers and so target their marketing and sales campaigns far more efficiently. This campaign is a perfect example of The Stone Consultancy's expertise in CRM.

The Jaeger Loyalty Programme has been a great success, with significant sales growth, which has been maintained despite the economic downturn.

'Deborah was instrumental in helping to launch Jaeger's loyalty card. Her knowledge and experience of customer loyalty and direct marketing was key to the launch of our successful loyalty programme. She was a real asset to myself and the Jaeger team and I would have no hesitation in recommending her services'

Belinda Earl

Chief Executive, Jaeger & Aquascutum

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