Best customer relationship initiative 27 CATEGORY 15:


WINNER:Nectar Business AGENCY:THE CROCODILE CAMPAIGN:‘SILVER SERVICE’


ectar Business was launched in 2005 as the first large-scale UK B2B loyality programme. It allows SMEs to collect Nectar points on their business expenditures through a range of participating brands (sponsors). While points can amass very quickly, business owners’ priorities mean they often have limited time to spend them. Nectar Business tracks general customer satisfaction throughout the year, but in this case undertook specific research to identify why many high-value collectors were not spending their points. The customer research highlighted that a key barrier to spending points is that small business owners are often time-poor and therefore don’t have the opportunity to search and select rewards to redeem.


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If collectors do not spend points, they are not getting the true value of participating in a loyalty programme and potentially could become disengaged.


Everything on a plate The ‘Silver service’ campaign was created to make spending points even easier for SMEs. Time-poor SME owners were able to call and discuss any reward ideas with a Nectar Business representative making it simple and quick to spend their points. The representatives also provided ideas on how to spend points.


The campaign offered valued collectors a personalised ‘concierge’ reward service enabling them to spend their points on anything they wanted.


The campaign focused heavily on thinking of a ‘dream reward’ to excite and engage customers to call up a representative and spend their points. Collectors that redeemed their points for rewards were ultimately more engaged with the loyality programme and this helped the organisation to drive further engagment.


Active collectors and points spenders proved good for business as they became more active with sponsors and thus generated more revenue. They also become advocates for the programme, creating strong positive word-of-mouth.


Hey big spender ‘Silver service’ was targeted at collectors who had been active for over six months, with balances of more than 75,000 points. It was felt that these established collectors with high points balances deserved to be rewarded for their loyalty and spend with Nectar Business sponsor brands. The November 2009 ‘Silver service’ campaign was sent as an email to approximately 2800 high-value collectors. An additional 1500 high-value collectors received a piece of direct mail. This split


was based on collectors with and without email addresses.


Once the collector decided what they wanted to spend their points on, the ‘Silver service’ representative sourced the reward at the best available price, and arranged for it to be delivered to the collector. The campaigm helped to secure and strengthen the relationship between Nectar Business and its most valued customers.


Recipe for success The ‘Silver service’ campaign took place between August 2009 and January 2010, including research and planning, through to deploying DM and analysing results.


Among targeted collectors, the email delivered 80 per cent uplift in the number of collectors redeeming and 87 per cent uplift in the number of points redeemed. The direct mail encouraged 192 per cent uplift in the number of collectors redeeming and 441 per cent uplift in the number of points redeemed. Marketing manager at Nectar Business, Amanda Auld, commented, “The ‘Silver service’ campaign has allowed us to create a strong new kind of relationship with our most valuable collectors. By offering a very personal level of service, we have engaged, motivated and inspired these collectors to redeem their points.”


B2B Marketing Awards 2010 - www.b2bmarketingawards.co.uk


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