Farmers Beauty Club
RSVP GRAND PRIX
Category: Loyalty/Relationship Programme; Award: GOLD
Category: Sales Generation; Award: SILVER
Category: Mail; Award: BRONZE
Agency: TEQUILA\, Colenso.99
Client: Farmers Trading Company
Advertiser Campaign Credits: Ben Harvey - Direct Marketing Manager; Vanessa Eggers – Campaign Manager, Beauty
Agency Campaign Credits: Ben Goodale – Managing Director; Vanessa Marklew – Account Manager; Marijke Zwaagman – Account Director; Wayne Pick - Creative Director; Mari Pettersson - Art Director
Entry Rationale: The Farmers Beauty Club loyalty programme has played a central role in making Beauty the single biggest growth category at Farmers in the last 6 years with total membership, active membership, sales and contribution growing exponentially each year since launch. A creative repositioning and evolved CRM strategy combined to deliver unprecedented growth rates whilst fundamentally improving the credibility and authority of the Farmers Beauty offering – raising it to a truly world class level!
In 2005, more intelligent use of the Beauty Club database including targeted catalogue inserts and the inclusion of more detailed reward points information established a stronger 1-1 relationship with the customer and the results speak for themselves:
Beauty Club sales were up 47.6% vs the same period last year and the contribution of Beauty Club to total Farmers Beauty sales exceeded 50% for the first time ever. Subsequent catalogues have delivered similar, if not better results with May achieving 50.5% and September breaking all records with 52.3% sales contribution.
In the 7 months since the March relaunch, Beauty Club sales are up 38.9% vs last year, total membership has grown by over 48,500 to 311,653 at an average rate of 6,940 new members per month (vs an average of 6043 per month for the previous 7 month period), and active membership has increased by 14.5%.
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