Web Plus, a Saint-Petersburg Internet service provider needed a subscribers loyalty program (for individual clients).
OBJECTIVES:
– RFM analysis of the existing base and segmentation of subscribers; – Development of a loyalty program model; – Development of the program identity (name, logo, Web portal design); – Creation of creative gifts and bonuses for subscribers;
SOLUTION
The subscribers were offered a special program of timewise bonus tariffication. In order to participate in the program one should only register at Web portal and continue to be a Web Plus client. The earned points can be exchanged for gifts from the catalogue or accumulated for taking part in the annual lottery. Among the gift bonuses are souvenirs, gadgets and adventure presents like a romantic dinner at a restaurant. The subscribers can also use bonus points to pay for Internet access. For program modeling and mathematical calculations the agency involved a third-party Client Relationships Management expert. The name, logo, corporate identity, portal design and creative gifts were created by Volga Volga professionals.
RESULTS:
Web Plus is the first Internet provider offered a loyalty program to the subscribers that reinforced the unique competitive advantage of the company. The program launched in December 2008. More than 20% of Web Plus subscribers registered in the program within 2 months.
CONTEXT:
Web Plus, a Saint-Petersburg Internet service provider needed a subscribers loyalty program (for individual clients).
OBJECTIVES:
– RFM analysis of the existing base and segmentation of subscribers;
– Development of a loyalty program model;
– Development of the program identity (name, logo, Web portal design);
– Creation of creative gifts and bonuses for subscribers;
SOLUTION
The subscribers were offered a special program of timewise bonus tariffication. In order to participate in the program one should only register at Web portal and continue to be a Web Plus client. The earned points can be exchanged for gifts from the catalogue or accumulated for taking part in the annual lottery. Among the gift bonuses are souvenirs, gadgets and adventure presents like a romantic dinner at a restaurant. The subscribers can also use bonus points to pay for Internet access.
For program modeling and mathematical calculations the agency involved a third-party Client Relationships Management expert. The name, logo, corporate identity, portal design and creative gifts were created by Volga Volga professionals.
RESULTS:
Web Plus is the first Internet provider offered a loyalty program to the subscribers that reinforced the unique competitive advantage of the company.
The program launched in December 2008. More than 20% of Web Plus subscribers registered in the program within 2 months.