2022 Bronze Customer Retention or Loyalty Programme
16 Dec 2022
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Agency: Planning-inc
Client: Halfords
Campaign Name: Halfords Motoring Club
Campaign Overview
Halfords had ambitions to create a loyalty proposition to drive deeper emotional engagement, grow customer basket and build retention. But what would its customers want?
Strategy
The new motoring club proposition was built around the premise of keeping customers moving, safe and saving. Research showed instant and relevant customer and vehicle benefits - making life easier or cheaper - were key to success.
The programme went beyond discounts and offers, focusing on the wider remit of improving the health and safety of a vehicle, so maintaining a car is as hassle-free as possible.
Collecting valuable VRN and mileage data as part of the sign-up process allowed Halfords to build personalised experiences for its members and their cars through a comprehensive and intuitive CRM programme.
The club offers two tiers of membership, free and premium, with benefits across retail, garages and website refreshing annually and available instantly, designed to make owning a car less stressful.
Creativity
Halfords says the motoring club is a digital-first proposition, offering no card, no points and no hoops to jump through - just meaningful, transparent value from sign-up.
Members were offered free and premium membership, with benefits refreshed annually, supported by a programme of personalised, real-time email campaigns and member recognition in stores and garages.
The club delivers complex, hyper-personalisation using data-led automation across web and email to deliver relevant content, reminders, discounts and motoring advice, tailored to each customer and their car - whether it’s time for an MOT or a tyre change.
Campaigns were planned through a vigorous test-and-learn process to consider BAU segmentation rules and exclusions, in order to avoid overloading customers with communications. End-to-end A/B split testing was carried out on all campaigns to deliver comms at the most effective times to reach customers.
Results
Campaign results included:
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Acquisition of more than 25% new customers
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Open rates 18 percentage points, higher and more than double the clickthrough rate of non-loyalty communications
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Record NPS score of 80 from loyalty members
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Premium members having 32% higher frequency compared to non-loyalty customers
Free and premium members have demonstrated a higher frequency and average order value than non-loyalty customers. Meanwhile, frequency of shop for some members has already surpassed the average annual visits count of non-loyalty customers.
Team
Planning-inc - Kylie Towns, Group Account Director - George Barda, Senior Account Manager - Yaffe, Senior Account Manager - Sabrina Yu, Account Manager - Maggie Shepheard, Chief Customer Officer - Rishan Nandha, Chief Data Officer - Vlad Soltuz, Database Engineer - Anthony Charalambous, Business Intelligence Consultant - Harry Morgan, Programmer - Sam Crafer, Programmer - Alvaro Wachtendorff, Programmer - Graham Burton, Chief Technology Officer - Cortni Jones, Head of Campaigns - Peter Lees, Senior Campaign Manager - Josh Augustine, Campaign Manager - Thomas Nicol, Campaign Executive -
Halfords - Katie Kearne, Group Head of CRM - Alice Gaujour, Group CRM Manager, Transformation & Automation - Selina Jervis, Group CRM Manager, Loyalty - Ben Scott, Senior Customer Product Owner - Georgina Perkins, Group Senior Loyalty Manager - Haydn Derry, Customer Director - Mark Majhu, Programme Manager - Richard Whittaker, Group Loyalty Manager