This “innovative” loyalty programme launches following a successful test in Scotland. AN Media expects The Mail Rewards Club to develop into the biggest ever newspaper rewards programme in the UK.
The launch offers readers who buy this Saturday’s Daily Mail and The Mail on Sunday and then join Mail Rewards Club at www.mailonline.co.uk/rewards a FREE £5 Tesco voucher sign up incentive. Mail Rewards Club Members will also start their collection programme where they can choose further rewards from some of the biggest brands on the High Street. Rewards include FREE £5 vouchers to spend at leading stores such as Tesco, Boots, Morrisons, John Lewis, WH Smith and Argos; the pick of the latest DVD’s, a FREE meal at Pizza Express, £5 free Petrol at BP, FREE cinema tickets and much, much more.
Roland Agambar CMO of AN Media said “Mail Rewards Club is about us thanking our readers for their loyalty with some fantastic rewards. In doing so, we hope to improve their frequency of purchase and also the crossover of readership between Saturday’s Daily Mail and The Mail on Sunday. Our research showed us that whilst there will always be room for the more tried and tested mechanics customers love such as our hugely popular Dream Cottage promotion, they are turning away from many of the current offers in the market which are non-targeted, irrelevant or are reliant on minimum spend levels. Mail Rewards is about us offering our loyal customers the chance to choose from a range of relevant and unconditional offers.
According to the Mail, this programme has taken a number of months to develop to ensure we deliver the best customer experience every time; from partnership negotiations, to an innovative way of giving customers Unique Numbers through to building bespoke CRM and Online platforms. Mail Rewards will help move The Mail towards a far more targeted and efficient promotions programme by offering customers rewards and incentives they really want. On attempts by some competitors to pre-empt the Mail’s National launch while Mail Rewards was being tested in Scotland Agambar commented. “The test in Scotland was a vital final element for us to test out the programme with customers and we were delighted with the results. Attempts to pre-empt our National launch have used old and tired token collect mechanics and missed out on some of the key triggers we have identified in the development of The Mail Rewards Club programme. The long term success of Mail Rewards will be as much about delivering outstanding customer experiences every time as it is about the promotional offer. This is not something that can be pulled together in a couple of weeks”
To earn Rewards, Members will be asked to register Unique Numbers which will appear each week in Saturday’s Daily Mail and The Mail on Sunday. “We have been hugely encouraged by the enthusiasm shown by our reward partners to join in this programme. Some of the best loved and respected brands in the country have signed up to Mail Rewards Club. This is a hugely exciting initiative for The Mail and we will continue to look at ways to innovate, evolve and improve the programme.”
The launch of Mail Rewards will be supported by TV and Radio developed by M&C Saatchi, Media buying by Starcom and Web build developed by The Hut Group, the multi-product, multi-website online retailer.
