Valencia designs new loyalty program for Würth Xtra
Würth, the B2B supplier for the trades, is launching its «Würth Xtra» rewards program in Switzerland in the spring of 2021. Valencia Kommunikation provided strategic and creative support to Würth during the development process.
In order to offer its approximately 100,000 Swiss customers from a wide range of industries even more, Würth is launching an extensive bonus program. During the development of the program, Valencia Kommunikation initially supported the client in the strategic area: together, the core values of the loyalty program were worked out in workshops. First, target groups were defined and narrowed down on the basis of the "Limbic" types in order to derive the necessary characteristics for the loyalty program, such as reward structure, points collection mechanism, tonality, etc.
In a further step, the program's communications presence was developed in close collaboration with the client, including the naming, logo and other design elements that were also used for the screen design of the online rewards store. As an emotional ambassador, Valencia and its in-house illustrator created the character "Max", an upbeat craftsman who is intended to convey the values of the program in a sympathetic way.
For the launch of the program, Valencia designed, among other things, an animated kick-off video for all Würth employees, flyers and POS posters for the launch, and supplied the concept for an explanatory video designed to get to the heart of the bonus program's functions. The design concept supplied by Valencia enabled Würth to create further advertising materials itself.
The result is an extensive bonus program in the B2B sector. Customers collect points with every purchase, which they can redeem for non-cash rewards and experiences. As a special incentive, even multiple points can be collected depending on the sales channel (craftsmen's store, sales force, Würth app, etc.). Würth Xtra will be launched in spring 2021 and is open to Würth customers free of charge.
Responsible at Würth: Matthias Schlatter (Head of Marketing); Julia Vogt (Head of Communication & Branding); Daniel Stäudle (Head of E-Business). Responsible at Valencia Kommunikation: Michael Gerber (CEO), Tommy Schilling (CCO), Claudia Paganini (Senior Account Director), Sebastian Refardt (Senior Copywriter/Concept Designer), Béa Otto (Art Director), Michael Wenk (Illustrator), Daniel Nussbaumer (Screendesigner), Ana Estepa Garcia (Interactive Media Designer), Sylvia Schneider (Polygrafin).
