Y&R converts Interio loyalty program to Cumulus program
The existing Interio customer loyalty program will be transitioned to the Cumulus program. To communicate this change, the Y&R Group Switzerland has launched a 360-degree campaign.
Until now, customers could collect a 2 percent loyalty bonus every time they made a purchase with their Interio Card. Now they can show the Cumulus card in addition to the Interio Card and thus benefit twice. The complete changeover to the Cumulus program will then take place on June 30, 2018.
To ensure that loyal Interio customers continue to be taken into account in various CRM measures, Y&R Group Switzerland launched a 360-degree campaign to change the loyalty program. The communication took place in two phases and was accompanied by various advertising measures. In the first phase, in addition to advertising via the "interior" magazine and several newsletters, advertising materials at the POS were used to point out that customers can now score twice with every purchase.
In the second phase, the focus was on encouraging customers to enter their Cumulus number and thus take advantage of the time until the changeover. In addition to mailings, a microsite was set up on which customers could enter their number and receive a 20-percent voucher as a reward.
Responsible at Interio: Carlos Friedrich (Head of Marketing & Communications Interio), Eva Wasser, Anne Witte (Project Management Customer Loyalty Interio), Andi Zahno (Head of CRM Operations). Responsible at Y&R Group Switzerland: Benjamin Franken (Creative Director), Sonja Gross (Art Director), Leandro Correia (Graphics), Natasa Maricic, Barbara Sarras (Text), Rigobert Mihle (Technical Conception), Robert Seidl (Frontend Programming), Cosmin Ivan (Front- & Backend Programming), Julie Macé, Stéphanie Bertschi (Consulting).
