PlaceMakers had embarked on a complete overhaul of their loyalty programme to appeal to tradies large and small. But PlaceMakers’ most valuable customers had loved being part of the previous programme, called LIFT, which was highly selective. How could we convince tradies that PlaceMakers Plus genuinely rewarded their loyalty?
We created a new look and feel for the PlaceMakers Plus programme centred around a tradie’s ‘best mate’ – a loyal dog called Jack – who brought to life the benefits of having PlaceMakers as part of your crew. Then we employed multi-segmented direct mail to tailor the PlaceMakers Plus launch for each audience segment. We aligned marketing cost to customer value, with the top tier receiving a complex DM and lower value segments and store account holders receiving a different creative.
100% of high value LIFT members migrated into PlaceMakers Plus. Most importantly, 50% of total eligible customers were successfully recruited and the percentage of active customers increased by 26.45%.