The Loyalty Magazine Awards categories that we have been shortlisted in are for Best Use of CRM, Best B2B Loyalty Programme, and Best Long Term Loyalty Programme.
These nominations recognise the outstanding performance of the Ideal Boilers loyalty scheme, Installer Connect, which was re-launched by Rare in 2014. Rare's work to revitalise and manage the programme has helped Ideal Boilers to significantly grow market share and become the leading UK boiler manufacturer.
The Installer Connect loyalty programme is aimed at installers in the domestic replacement boiler market. Ideal appointed Rare to revamp and re-launch the scheme, with a raft of enhanced member benefits. The new Installer Connect has produced exceptional results including a fourfold increase in member activation, doubled total membership, and 350% growth in sales volume.
To achieve these results, we developed a new web portal and an enhanced range of member benefits and installer marketing support programmes. Process automation and an enhanced user experience were the two main drivers of the website development in order to maximise member engagement. To fulfil these goals, we embarked on a comprehensive communications plan, including text message communications and emails generating open rates of 50%+. These worked alongside printed communications to encourage reactivation of members who were inactive when the scheme was re-launched. Surveys were also sent out to understand member perception of the brand and add value to the scheme. Successfully achieving these overall goals were crucial to scheme success and to the growth of Ideal Boilers as a company.
These achievements were reflected in the categories that we have been shortlisted in for the Loyalty Awards. Best Use of CRM had to demonstrate the use of new methods and channels to improve customer retention and utilisation. For Best Long-Term Loyalty Programme we had to show how we have operated an outstanding, long-running programme which has resulted in increased customer loyalty to the brand and how the scheme encourages long term loyalty into the future. Lastly, for Best B2B Loyalty Programme we had to show how Installer Connect has focussed on the business customer to create value to the customer, commercial benefits for the brand and the business user, innovation.
To make the shortlists, the Installer Connect Loyalty Scheme needed to show excellence, innovation and best practice in the loyalty industry through providing an outstanding ongoing campaign.
We look forward to hearing the results at both the Prolific Awards ceremony at The Point at Lancashire County Cricket Club on Thursday 28th April 2016 and then at the Loyalty Magazine Gala Awards evening at The Pavilion, Tower of London on June 21st 2016.