CASE STUDY: Your M&S For Business Lovefilm Incentive Scheme
Provided by Your M&S for Business
CASE STUDY: Your M&S for Business develop an incentive scheme rewarding new customers signing up with £20 gift vouchers
What was the Challenge / Background of the Campaign?
Lovefilm wanted to maximise new customer acquisitions and in particular new home owners. The challenge was to drive brand awareness for Lovefilm at a time where new competition was emerging on the market, and to be associated with a high street brand that everyone loves and trusts.
What was the Campaign Objective?
Increase brand awareness & boost sales.
What was the Solution?
Your M & S for Business introduced an incentive campaign for Lovefilm customers, rewarding them with £20 M&S gift vouchers when they became a paying member of Lovefilm.com. M&S gift vouchers were viewed as the ideal customer incentive to drive Lovefilm.com subscriptions.
What were the Results?
The decision to include a £20 M&S Gift Voucher was welcomed by consumers and as a result the uplift in sales for this campaign exceeded expectations for Lovefilm and the New Acquisitions department.
What were the Key Learnings of this Campaign?
Reward and recognition are key to improving the performance and behaviour of clients employees and business partners. M&S gift vouchers are an extremely effective motivational tool and have a proven success rate. Other Leisure brands which utilise Your M&S for Business Incentives include Netflix, Living Social and BMI.