M&S Loyalty Marketing
To turn mass of weekend window shoppers into paying customers
To increase average basket-spend
A tactical campaign including targeted DMs (acquired lists), in Mall / Shop posters and collaterals with membership card and accompanying ‘cheque-book’ (coupons) with instructions as to how the ‘Privilege’ card scheme worked (collect receipts for 10% discount on next purchase over HK$XX) and how easy it was to use.
Average basket spend increased by more than 40%
This was the most successful loyalty program M&S had ever done, anywhere. They copied the tactics to roll-out all over Europe
Times Direct Marketing Awards Finalist