2018 Silver Retail
12 Dec 2018
Agency: Cherry London and LOVE Creative
Client: Simply Be
Campaign name: Simply Be Perks
Campaign overview
Creating a perky rewards programme for customers
The brief
In a world where curve fashion is being embraced by mainstream fashion retailers, Simply Be wanted to give something back to customers
Strategy
Simply Be, Cherry London and Love Creative designed a loyalty programme for a new generation.
All customers were rewarded, not just the big spenders, creating genuine brand engagement. Programme members and influencers helped to drive the scheme, and rewards went beyond fashion as SimplyBe aimed to help customers “look and feel 10 out of 10”.
The initiative had data and insight at its heart, thanks to ongoing segmentation and modelling.
This included exploratory qualitative research to build the proposition, a pilot phase to optimise acquisition and
engagement, quant research to pick the best partners, in-depth interviews with influencers, and the creation of a Perks Panel – engaged members interacting with each other.
According to the insight, the core Millennial audience finds points programmes old-school. Instead, the programme combines classic techniques like discounts, health & beauty partner brand rewards, and little extras, like free prosecco.
Creativity
To support Perks Rewards, partner brands were carefully created to fit with Simply Be’s ethos, “This Is Me”. Members were encouraged to live the perks life, and look and feel fabulous.
Comms were carefully timed to deliver the right reward at the right moment – for example, freebies arriving on pay day.
Digital is critical to Simply Be’s audience, so rewards were promoted on social, aiding engagement and member
acquisition.
There was also an exclusive London launch event where members could meet their favourite influencers.
Results
Three months into the programme, Simply Be was enjoying £2.2m in incremental sales, with a profit increase of 660% and an ROI of 1400%, beating all expectations.
Simply Be was cited in the N Brown shareholders report as the standout brand with a 16.3% increase in revenue.
Customers shared positive feedback, commenting about how much the brand valued customer opinion and praising the Perks community.
Team
Cherry London - Caroline Parkes, Chief Strategy Officer - Nicole Rodriguez, Managing Partner - Najla Zakaria, Senior Account Manager - Esther Brown, Head of Partnerships - Katie Moss, Senior Account Manager - Chessa O'Hara, Partnerships Director - Ellie Budden, Account Manager - Tamara Gillan, CEO and Founder
LOVE - Gary Toal, Creative Head - Alistair Hitchen, Account Manager
NBrown - Jenny Morris, Head of Marketing (Customer and Trading) - Beckie Boothman, Campaign and Communications Manager - Sophia Aiello, CRM Co-ordinator - Mandy Ward, Director of Marketing - Sinead Devlin, Lingerie and Swimwear Product Selector - Chris Adams, Product Manager - David Thompson, Product Manager
Contributors
Antavo Tech and Join The Dots