To create a targeted rewards programme aimed at increasing annual spend with existing customers, identifying lapsed or low spend customers and inviting them to register also.
Each customer was set an annual target and awarded points against monthly spend. The campaign is run online via a dynamic website. Customers are segmented by profit margin and receive reward points relative to their contribution. Communication to users is via individually targeted comms. The first year of the programme saw 800 of the registered customers achieve target with an uplift of 88% year on year.