Cash Rewards 2014
Annual CRM Marketing Campaign
Email design by Martin Matthews
Running for around nine months of the year, Cash Rewards is Harrods’ largest CRM campaign. The points that rewards scheme members have accrued get converted into money for them to spend in-store. The campaign is broken down into five phases across the year starting with a main launch in February and ending with final expiry warnings in October. Various incentives are offered along the way to entice the customer into spending their cash reward.
I based this year’s concept around the customer exploring the store and seeing the sights at Harrods. Each phase of the campaign comprised a printed direct mailer and 3x emails, each of them personalised. There were two phases of store-wide signge along with digital assets for the website and social media channels.
The concept started with a ‘passport’ – a prerequisite to travel. A lavish invitation with an embossed, silver foiled crest, die-cut cover, personalised inner with stamps from the departments the customer liked to shop in. All together I illustrated about 30 different passport stamps.
The second phase featured a die-cut, 4pp mailer that resembled a pile of luggage tags from areas around the store, furthering the travel concept. The campaign’s crest is picked out on the front cover in the same silver foil as the first invitation.
Phase three offered a prize draw to win a luxury holiday upon spending your cash reward. The direct mail piece takes the form of a large luggage tag that opens by rotating round a pivot at the top of the tag.
The fourth phase of the campaign shows the breadth of products on offer by giving the customer a concertina-folded store guide styled to match the campaign.
By phase five the customers’ points have expired and they must register to get them back. The fifth direct mail piece took the form of an expired passport with its corner snipped off and an expired sticker sealing it shut and is a nice nod to to the start of the campaign.
Internal Communications: Due to the size and duration of the campaign, I produced promotional and training materials for Harrods staff. Training guides in the style of the campaign were used along with a re-skin of the internal website, competitions and signage in staff areas.