Loyalty Marketing Case Studies
Eason and Son Ltd: Thank You Card Loyalty Campaign
The Launch of the ‘Thank You Card Programme’ was utilised to reintroduce the Eason brand and reconnect with the public while also helping to celebrate Eason’s 125 years in business. The programme provided a value added reward platform that helped Eason build (through engagement and recognition) the relationship they have with their loyal customers. The ‘Just a little thank you from Eason’ tagline acknowledged customers ongoing support and loyalty. The analysis of purchased data allowed Eason to profile and segment their base and helped them understand the needs of their customers better. It enabled them to deliver simple, effective and targeted offers. Success of the tailored communications revealed that members in ROI are spending on average 56% more than non loyalty customers. Increasing to 61% in Northern Ireland.
Coty Ireland: Coty Ambassador Programme
Agency: Chilli Pepper Marketing
Coty Ireland owns some of the largest cosmetic and fragrance brands in the world including Rimmel, Sally Hansen, New York Colour to name a few, and are constantly expanding their product range into pharmacies and retail outlets across Ireland. As their products are sold in pharmacies, the cosmetic and fragrance counter staff are key to the success of their business. Building a relationship and driving loyalty from these customers is therefore imperative for Coty. These customers are asked for recommendations on products every day by consumers, so Coty needed to ensure they recommended Coty products over all others. Coty took a brave step and embarked on the development and implementation of a best in class B2B CRM strategy - The Coty Ambassador Programme, with the main objective being to build a network of Coty Ambassadors that would recommend Coty products over any other cosmetic and fragrance products in-store. This B2B CRM programme was the first of its kind in the cosmetic industry in Ireland. Coty started by identifying their most valuable customers, conducting research with them to find out more about their needs and then implemented a robust communications programme to start building solid relationships with these customers. The communication included member welcome packs, quarterly newsletters that were jam packed full of beauty news, gossip and tips from Coty's leading experts from around the globe. Additional rewards to the customers included invitations to exclusive events and member only Beauty Boot Camps. The results far exceeded the objectives initially set for year 1. This campaign attracted 3 times more members than initially targeted, it achieved a Net Promoter Score of more than 80%, and it increased customer satisfaction by 10% and awareness of products by 30%.
Vodafone: Cherry Points
Agency: Target McConnells
In its first full calendar year, Vodafone Cherry Points has become one of the largest loyalty programmes in Ireland. Through the prism of purposeful play, Cherry Points rewards customers for doing what they already do, reframing what value means in the sector. It’s a programme that was built on a single minded vision, executed in a highly targeted manner, and supported by world class technology. This delivered a seamless customer experience that is constantly active, consistently rewarding, always fun and perennially engaging. Cherry Points has driven key business metrics to a level above our very ambitious target in year one. Moreover; it has delivered us a ‘pay as you go’ property that will be a constant communication platform for a significant period of time. Cherry Points has been, and continues to be, an unprecedented success, and is considered best in class within the Global Vodafone Group.