Magazine article Marketing

Industry/retail

Magazine article Marketing

Industry/retail

Article excerpt

Victoria Wines' Green Bottles campaign is a loyalty programme designed to give high-spending customers reasons for shopping regularly at the store. Brann's solution was aimed at the customers, but also at store staff who were incentivised to identify the high spenders and invite them to join the scheme. They were even issued with badges and point-of-sale material saying "Ask about Green Bottles".

Involving local staff in this way produced an almost perfect list, which helps to explain the high success rate: a third of the target audience responded positively, and voucher redemption reached 28%.

During the development stage, qualitative research was conducted among the target group. This suggested that the creative approach should be both discreet and exclusive -- a point noted by the judges, who felt that the tone was "just right", and well above average for a retail campaign.

The judges also liked a "very nice" welcome letter, accompanied by a chart of wines to go with particular foods, and personalised money-off coupons which can be tracked by both store and individual customer. …

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