Client: IBMG
Date: May 2023
Independent Builders Merchant Group (IBMG) approached Loyalty Works to help them drive customer retention and improve acquisition through loyalty and rewards. They wanted to work across three of their brands increasing brand awareness, engagement and to launch a rebrand and promote a new family of brands (Chandlers, Parkers & Fairalls).
Together, we consulted on and created bespoke targets and rewards for all invited customers. Our design experts built a bespoke customer friendly loyalty platform with clear and concise messaging, an integrated online reward hub and automated communications creating a unique user experience. Alongside all of the above, we delivered tactical campaigns to drive further engagement across all brands. Throughout the process, we worked closely with their sales and marketing team to launch this brand new initiative.
From a pool of 17,000 customers including both dormant and actively spending, we were able to inspire 41% to sign up and become engaged in the programme within the first 3 months. As part of our analytics, we were able to establish that email communications received an average open rate of 44% with 39% of customers going on to register for their new programme via the links provided. Perhaps most importantly we saw sales grow across all brands by 27%.
The Results
The launch was extremely successful, exceeding the sign up expectations of IBMG. The fantastic early success created accelerated engagement across all of the brands and ultimately, translated into positive sales growth. The scheme was also well received by branches who thought it was a great sales tool which helped drive positive and regular conversations with their customers.
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41% of People Signed Up
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44% Email Avg. Open Rate
%
39% Clicked Links via Emails
%
27% Sales Growth Across all Brands
"It was exciting working on and launching a new brand and building an identity for it that translated into customer engagement and positive cash sales"