Loving Loyalty

Brief

In 2015, Red C helped JD Williams launch a VIP loyalty programme for their top 100k customers. To introduce the customers into the programme a welcome pack was sent out, which included: a 12 page booklet, letter and a keep-safe card. Red C had the task of making it engaging, sophisticated and ensuring the recipients were clearly informed that they were receiving this
mailing because of their VIP status.

Approach

Red C created a VIP welcome pack with relevant fashion advice and a gold design to highlight the exclusivity and prestige of the loyalty programme. We also included a patterned overlay on the booklet to give a luxurious, velvety feel.

Conclusion

We saw an amazing response rate of 22.5% and the total demand generated was close to £3M. These were truly great results from a non-selling mailing, which shows that making customers feel special pays off.