Reenergised retro campaign encourages increase in customer loyalty

Programme objectives

  • Launch an online customer loyalty programme targeted at lighting contractors and installers
  • Incentivise the purchase of products
  • Re-vitalisation of a name that was part of a renowned campaign in the 1980s
  • Increase product and brand loyalty

The solution

The original campaign, launched in the 80’s, was renowned in the wholesale lighting marketplace and still talked about in present day as an effective and popular initiative. However, this retro campaign was delivered offline and didn’t fulfill current business objectives.

With increased competition from competitor brands, the Lighting Group wanted to relaunch this distinguished marketing opportunity and match, plus improve upon, the success it had achieved previously. To do this, we proposed utilising our MyRewards® technology to build and launch a digital loyalty campaign which would include a fully mobile-optimised website platform.

With every purchase of eligible products from their product range, installers would upload proof of sale to the site, with approved claims receiving points as way of rewarding their loyalty. Points could be redeemed for prizes, within the programmes reward catalogue.

iMac, iPad and iPhone screens showing the Lighting Company / MyRewards implementation

What we did

The brand had a comprehensive PR and Marketing campaign in place to promote the new customer loyalty programme to installers – including a Talk Sport Radio advert, press releases into key industry magazines and a social media strategy. A launch video was played within wholesalers to promote the benefits and encourage participation.

Key Account Managers were incentivised to register installers, who would receive an instant points voucher (IPV) worth 1000 points on sign-up. Each IPV postcard had a promotional code on unique to the Key Account Manager, so performance and activity could be efficiently tracked through the code redemptions.

The new online programme needed to be implemented efficiently and effectively, in time before the PR and Marketing campaign was live.

To ensure instant engagement from the target audience – electrical contractors and installers – we branded the new digital programme. This included an online platform which was fully mobile optimised, so that the users could interact with the site on the go. They could easily participate, log claims and reap their rewards, from anywhere.

The main premise of the programme was a three-step process for the installers to follow:

  1. Purchase any products eligible within the incentive
  2. Register the details of the purchase on The Club using the quick and easy claim form
  3. Purchases would be reviewed on a weekly basis and approved claims rewarded with points and added to their account

Details of the process and the range of eligible products was included on the site. Each SKU had a different value of points the installers could earn with higher margin products issuing a higher number of points. This was to encourage the installers to purchase and log products of a higher worth.

With every purchase installers made at participating electrical wholesalers, installers could log proof of their sales using the claim form on The Club site by providing key evidence criteria such as date of sale, wholesaler, product, quantity and receipt.

Users were issued with an automated system communication to inform them of the approved claims. This was designed to keep them engaged with the programme and motivated to continue to be loyal to the brand by purchasing further products and consequently receiving rewards for doing so.

An additional way for users to receive extra points was to upload photos (to the gallery section) of homes and businesses where the installers had used brand products. Stakeholders could then use these images in their brand marketing to promote the product, but it was also a useful way to demonstrate to other contractors the different uses the product range could offer and showcase products they may not have previously used.

Each user has their own password-protected personalised account, showing their claim activity and points awarded. Points can be redeemed for a prize within the reward catalogue including a wide range of technology products, vouchers, gifts, gadgets, cinema tickets and so much more.

Key programme stakeholders have the ability to keep track of the campaign performance through the suite of reporting available through our MyRewards® technology. For example, the real-time dashboards show the number of contractors engaged within the site, the number and value of claims submitted and points awarded, plus the rewards redeemed.

We reinvented a retro campaign into a modern innovative, online programme that electrical contractors and installers had to be a part of. The programme helped to bring more focus on the brand within lighting wholesalers and encouraged a new audience to interact with the products and encourage loyalty and repeat purchases.

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