CASE STUDY: Your M&S For Business RAC Incentive scheme

Provided by Your M&S for Business
CASE STUDY: Your M&S For Business Drive RAC Incentive Scheme with Gift Vouchers
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What was the Challenge / Background of the Campaign?

RAC wanted to increase conversion and retention levels on Premium breakdown policies. They wanted to utilize alternative incentives to encourage this customer behaviour.

What was the Campaign Objective?

Increase Awareness & Boost Sales

What was the Solution?

Your M & S for Business introduced an incentive campaign for RAC customers, rewarding them with a £20 M&S gift vouchers when they renewed their membership. M&S gift vouchers were viewed as the ideal customer incentive for RAC customers to renew their membership.

What were the Results?

'The Campaign with M&S was a huge success generating a 3000% uplift in sales compared with the previous month (before the campaign had started) and return on investment was calculated at 182%. The company is now looking to extend the promotion.' Marketing Manager, RAC.

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 Automotive brands which utilise Your M&S for Business Incentives include SEAT, Webuyanycar.com and Ford.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1; 25 - 55 year olds; 33% British Women; 25% British Men
16 - 24
25 - 34
35 - 44
Both
ABC1
C2
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSSALES PROMOTION
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