Hyper-personalised print communications deliver 56% response rate and cost savings for myWaitrose loyalty.

 
myWaitrose is the loyalty programme that rewards customers in many ways. Waitrose use personalised direct mail as an effective channel to provide myWaitrose members with their latest tailored offers.

Ambition.

Go Inspire were challenged with:

• Further utilising personalisation to engage customers and make them feel more valued
• Reducing the unit cost of each pack without sacrificing quality, variability or relevance and value to the recipient
• Supporting a 5% reduction in churn

Strategy.

• Generic 16pp booklet replaced with a dynamically personalised 4pp section within wallet/coupon component
• Product selections, coupon configurations and marketing content all personalised to the individuals purchase behaviour
  Results.

Results.

• Possible permutations increased from 76,800 to 66,355,200 with added variability
• Unit cost reduced by removing production processes, transport and storage costs associated with the 16pp generic booklets
• Achieved double the level of churn reduction vs business case
• Campaign generated a 56% response rate
• Net Promoter Score (NPS) score following campaign was +47