CASE STUDY: O2 Rewards Customers In-Store Using Snap & Save
Provided by Top Cashback
O2 used Snap & Save to reward members in-store on all Refresh contracts.
What was the Challenge / Background of the Campaign?
In June 2013, O2 approached TopCashback with a clear objective. Launch an exciting new contract proposition which would allow users to upgrade their mobile at any time during their contract - namely, O2 Refresh. This would be run solely in-store to drive further footfall and ensure that O2 remained at the forefront of the mobile multi-channel empire. Initially, the difficulty was educating consumers. What was 'Refresh' and how would this differ to any other contract? TopCashback published a blog on their high traffic site to explain this further on launch day.
What was the Campaign Objective?
1)Campaign awareness: Provide a detailed account of what O2 Refresh is and how this differs to any other contract type in the UK.
2)Detailed campaign analysis: Create fully-customised reports to ensure all aspects of the campaign are measurable for offline activity (reports include everything from handset types (incl. all specs) to store location of sale, IMEI number and sales value.
3)Drive sales specifically on Refresh contracts over £17 a month: For peak periods, drive higher tariff rates with a larger cashback incentive.
4)New customer acquisition
What was the Solution?
O2 launched an incentive of £50 on all Refresh contracts over £17 / month. Very simply, a member would go into store, sign up to any O2 Refresh contract over £17, snap (or take) a picture of their receipt using our mobile apps and submit this seamlessly. Alternatives included members submitting a receipt via our online Snap & Save system online. To support this offer we ran a solus email to our entire database (2.7m members) as well as online creative all over the Topcashback site. Facebook was used as a further method to drive further uptake of this offer.
What were the Results?
£17 contract amount was the minimum threshold for this offer - but to increase tariff totals from the period of June 27th - 30th O2 used a 'tiered reward system' which allowed a higher cashback reward - and subsequently increasing the lifetime value of each member. At peak periods Snap & Save drove 30% more sales offline than online for O2 via TopCashback.co.uk.
What were the Key Learnings of this Campaign?
'Refresh' is an innovative campaign which is why it was a natural merge between the two (Snap & Save and Refresh.) 82% of all receipts submitted via members were new members who had never shopped at O2 via TopCashback before. Using targeted emails we were able to convert any member who had shopped through our mobile category and convert them accordingly. Users were more responsive to the solus emails and the blog posts than standard generic site coverage.