ABOUT

Need:
* To turn mass of Hong Kong weekend window shoppers into paying customers
* To increase average basket-spend
Solution:
A tactical campaign including targeted DMs (acquired lists), in Mall / Shop posters and collaterals with membership card and accompanying ‘cheque-book’ (coupons) with instructions as to how the ‘Privilege’ card scheme worked (collect receipts for 10% discount on next purchase over HK$200) and how easy it was to use.
Results:
* Average basket spend increased by more than 40%
* This was the most successful loyalty program M&S had ever done, anywhere. They copied the tactics to roll-out all over Europe
* A 'Times Direct' Marketing Awards Finalist