Within this category, judges were looking for a campaign that had successfully utilised a number of channels to deliver outstanding results, demonstrated customer insight and relevance to its target audience and has reached clear objectives within budget with evidence based results.
With these factors in mind, the nomination recognises 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.
Installer Connect is a loyalty scheme for installers in the domestic boiler replacement market. After being re-launched with a raft of enhanced member benefits, the scheme has produced outstanding 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 helped 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.
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.