Loyalty works well on products which have a high purchase frequency and you don’t get much higher than bread. For many, a daily essential, it’s probably also one of the most automatic and least differentiated purchases.
So Warburtons latest promotion is very interesting. The basis of the promotion is the entry of an on-pack code which then results in an instant and randomly selected discount coupon. Strictly speaking this doesn’t constitute a loyalty programme as there is literally no longevity in the programme – this is though a very good sales promotion and could have easily been an even better loyalty programme.
The programme theme, “Save Tons on Lunch” fits well in two areas. Firstly it ties well into the product and a product use occasion - lunch; this means people taking part will also naturally be thinking about the consumption of it. The second reason is that it links into the current economic climate with people looking to make everyday savings and making your own lunch is certainly one way.
The programme is very well promoted using strong disruptive packaging so this will help to ensure the programme is noticed and drive interest and acquisition.
A clever feature of this promotion is they have linked into a number of other well known brands such as Anchor, Walkers, Heinz and Muller – these are brands which are well known and respected and so don’t cheapen the promotion in any way, as well as working well with the product - beans on toast - or the occasion - crisps / yogurt for lunch.
Unfortunately the product code doesn’t link to the actual product purchased so you have to nominate which product you actually purchase. Not a major concern, but it may result in less accurate campaign data.
The coupons are managed by Couponstar and are printed directly from the consumers PC. This works well and is tightly integrated into the whole site.
The rewards themselves are obviously just coupons and whilst this will be attractive to a certain audience, this may not actually be brand loyalists and instead is likely to be more brand switchers. Although a full loyalty programme may not have been appropriate for this brand, I think a scheme like the Kelloggs one which allowed for a small number of purchases to result in a free product would have added longevity and encouraged collection and thus repeat purchase.
There is also a risk that the coupon provided will not be attractive as you cannot select it. If the first coupon you get doesn’t work for you, then you’re unlikely to come back for more.
One great thing about the reward however is that it isn’t a disconnected sales promotion such as win a holiday or £50k – instead the reward is linked directly back into the product and the usage occasion. This is really important in attracting the right kind of consumers – the ones which will continue to purchase the product in the future.
A nice feature is that within the website, there is a scrolling list of winners. This works well as it indicates that other people are taking part and shows what they have won, helping to motivate other visitors to take part and making it feel less isolated.
Overall, this is a really good promotion and gets a Lean Forward rating of 3. It has clean creative, with a great theme that runs through the promotion and rewards. It even has an element of interactivity with the scrolling list of winners – connecting consumers to their peers. If the programme just had some longevity it would be fantastic.
| Score (0-5) | |
| Encourages Acquisition | 3 |
| Drives Repeat Purchase | 3 |
| Programme Longevity | 2 |
| Brand Alignment | 5 |
| Creates Excitement | 3 |
| Enables Interaction | 2 |
| Overall Lean Forward Score | 3 |
0 comments:
Post a Comment