Magazine article Marketing

Npower Embarks upon Loyalty Scheme Activity

Magazine article Marketing

Npower Embarks upon Loyalty Scheme Activity

Article excerpt

Npower is rolling out a loyalty programme that will reward consumers with offers from brands to which it provides energy services.

The 'In good company' scheme, which launches this week, promises Npower's residential customers competitions and discounts from participating brands.

The first phase of the programme will include free coffee vouchers for Caffe Nero, competitions to win a pounds 2000 voucher for use at electricals retailer Comet, tickets to games in the Football League, which Npower sponsors, and day passes to National Trust sites. Consumers will have to visit an 'In good company' microsite to redeem offers.

The scheme will be updated every three months, with different brand partners showcased each quarter. A separate SME programme will also be rolled out.

Npower provides energy for brands including Cineworld, Strada, Marks & Spencer, Pret A Manger and Argos, and is believed to be in discussions with several of these about potential special deals.

'In good company' will be made available initially only to new Npower customers, who will receive a pack with details.

The aim is to extend the rewards programme to an estimated 500,000 customers by the end of the year, and eventually to Npower's UK customer base of nearly 7m.

The scheme is being overseen by Npower's head of customer loyalty, Patrick Harvey, who said the energy company can benefit from the existing goodwill that consumers feel toward some of the businesses it supplies. …

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