The campaign needed to include rewards for returning and occasional members alike, giving them access to exclusive offers and discount vouchers as well as immediate rewards for custom. It was agreed that each group needed to be treated differently but that the programme should be clearly branded and identifiable.
Action included developing the core ‘CLUB SOHO’ look and feel as an umbrella for:
The collateral went live in all stores and encouraged customers to subscribe online. Starting with an initial database of 300 members, ongoing cross-platform promotion built the database to over 1000 in the first month with 5000 in six months. The first supporting email received a 40% open rate, with results maintained across the campaign. Once established, the initiative was given to in-house staff to maintain, populate and grow.