Abel & Cole – Organic September campaign
Part 4/5: Retention – Nursery Programme
Senior design by Michelle Evans, Senior copywriting by Barry Lattimore-Quinn, campaign photography by Gary Congress, social media and video by Fred Mackenzie, email design by Berta Barcia, web design by Sam Roberts with recipe styling by Jassy Davis and Sam Richards.
As a subscription business, it’s important for Abel & Cole to on-board new customers effectively so that they stick with it. The nursery programme enables A&C to introduce different products to the customer in a staggered way with offers to entice them to keep shopping over their first month or so.
During September, the nursery programme was refreshed and made a part of the 101 Reasons campaign. For customers it now matched the website and acquisition channels they may have seen.
Printed voucher booklet
New customers received a voucher booklet in their first box with offers they could redeem over the coming weeks. Vouchers could be torn out and stuck to their fridge.
In case a new customer forgets the offers, we send them an email reminder before the date of their order. Each of these is matched to the style of the voucher and gives them easy access to the website.