During a gala presentation evening, staged in the unique setting of the moat at the Tower of London, the Ideal scheme was honoured as the Best Long Term Loyalty Programme and highly commended in the categories of Best B2B scheme and Best use of CRM.
But the best news was came at the end of the evening where the final, regional, Grand Prix awards, chosen from all individual category winners, were revealed. The Installer Connect programme was named as the Best Loyalty Programme of the Year for Western Europe.
Rare was appointed by Ideal Boilers in 2014 to revitalise their existing customer loyalty scheme in order to recruit new members, increase engagement and brand loyalty and drive sales.
The revamp included the development of a new web portal and mobile app coupled with a raft of enhanced member benefits. Results have been outstanding, highlighted by a fourfold increase in member activation, doubled total membership, and a 350% growth in sales volume. This success has catapulted Ideal Boilers to become the market leader in the domestic boiler replacement market in 2016.
With such a high rise in sales and customer engagement over a two-year period, it is clear to see why Rare and Ideal caught the judges' eye. In a highly competitive business environment, securing and maintaining customer loyalty is critical, and finding unique, cutting edge ways to achieve it is ever more challenging.
However well known a business may be, today's customers still need an incentive to remain loyal. This was borne out by the major brands who also featured at this year's Loyalty Awards, including Vodaphone, Shell, Costa and HMV. To have won major recognition, especially in the "best of the best" Western European award, amongst such exalted company certainly made the Rare-Ideal wins even sweeter.
On the Best Long Term Loyalty Award win, Loyalty Award Judges quoted "Loyalty should have an ROI (return on investment) and this one does. Ideal was not afraid to move a successful scheme forward and has benefited hugely from the results. A demonstration of the power of well-managed long term loyalty at its best."
Of course, achieving long-term customer loyalty does not happen overnight. It requires creative and engaging programme content, intelligent use of data insights, careful planning and management, and flawless execution.
Carrie Young, Head of Customer Marketing at Ideal Boilers quoted "We are absolutely thrilled to walk away with two awards from this year's Loyalty Awards. The past two years in which we have worked with Rare Creative Group have resulted in a tremendous turn around for Ideal's reputation and market share. We would like to say a special thanks to Rare for all their hard work over the past two years, these awards really are a great achievement, and we look forward to continuing building loyalty with our customers for years to come."