AVA rolls out AVA Moments across 53 stores and online

AVA is making its new loyalty programme, AVA Moments, available across all 53 stores and online. The Belgian office supplies, arts and crafts, and party goods chain is linking the launch to its 70th anniversary. For those considering the Belgian franchise market, the combination of customer retention, personalised marketing and a programme spanning multiple sales channels is particularly relevant.

From three pilot stores to the entire network

The wider rollout follows a trial in stores in Bruges, Sint-Niklaas and Tournai. AVA Moments is now available in Belgium and Luxembourg, both in physical stores and online. The programme therefore covers the chain’s entire store network and its online sales platform.

The points system is straightforward: customers receive a one-off award of 20 points when they create an account or make a new purchase. After that, every euro spent earns one point. Accumulated points can later be redeemed for rewards.

AVA aims to encourage repeat purchases through the programme. The retailer also wants to make its marketing and offers more personalised. The launch is therefore not just about rewarding purchases, but also about taking a more targeted approach to maintaining customer relationships.

These objectives are not yet measured results. The rollout across all stores confirms the programme’s availability, but does not in itself indicate additional sales, the number of participating customers or any effect on purchase frequency. This distinction matters when assessing the commercial value of a loyalty programme.

Customer retention as a topic for prospective franchisees

For prospective franchisees, the launch provides a concrete starting point for discussing the commercial support available within a franchise system. A centrally managed programme can form part of a brand’s efforts to bring customers back. Its value to an individual store, however, needs to be assessed separately.

One initial question is how a store should put the programme into practice in day-to-day customer interactions. What explanation do customers receive about earning and redeeming points? What guidance do staff receive? And what support is available when questions arise about an account or a reward?

These are points to discuss, not established features of AVA’s implementation. The same applies to financial arrangements. Anyone considering a franchise agreement should ask how any costs, benefits and tasks associated with a loyalty programme are allocated.

After all, a clear points system for consumers is not the same as a full understanding of its implications for the business owner. Both perspectives should be considered before entering into a partnership.

Stores and online sales require clear arrangements

A notable feature of AVA Moments is its availability both in stores and online. For customers, this means the programme is not confined to a single sales channel. For prospective franchisees, it makes the relationship between physical and digital sales a relevant topic for discussion.

Ask, for example, how purchases and redeemed rewards are processed when a customer uses different channels. Reporting also deserves attention: what information does a store operator receive to monitor how the programme is performing? And how is participation in the programme distinguished from actual changes in purchasing behaviour?

As AVA also aims to deliver more personalised marketing, it is worth discussing the franchisee’s role in this. Which communications are organised centrally, and what scope is there for local initiatives? The answers should clarify how central objectives translate into day-to-day store operations.

Include the programme in your preparations

In Belgium, a prospective franchisee must receive a pre-contractual information document, generally known by its Dutch abbreviation PID, together with the draft agreement, at least one month before signing the franchise agreement. This provides a clear opportunity to bring together questions about the partnership and commercial support.

Use this preparation period to clarify the arrangements for customer retention as well. Ask how the programme works, what input is expected from the store and how results are monitored. Be sure to distinguish between stated objectives and demonstrable performance.

Practical takeaway: do not view AVA Moments solely as a customer benefit. When assessing a franchise system, also ask how such a programme would affect your own store operationally, financially and commercially.