Iris > 实例探究 > Nectar 转型：从传统忠诚度计划到数字化成功

Digital Transformation of Nectar's Loyalty Programme

适用功能

销售与市场营销

挑战

我们面临的挑战是将 Nectar 从既定的“塑料和纸张”忠诚度计划转变为数字化的主张。我们需要快速实现现代化，并在新的品牌宗旨的支持下开辟一条通向数字化的新道路：“让日常生活变得更加甜蜜”。一些合作伙伴抵制变革。

关于客户

Nectar 是一项忠诚度计划，需要从传统形式转变为数字化的主张。目标是使该计划现代化，并为客户创造更加个性化和有吸引力的体验。 Nectar 与战略和创意机构 Iris 合作，推动这一转型。

解决方案

为了应对这一挑战，我们提出了四个转型支柱：1. 回归简单，2. 基于更好的客户理解的增强主张，3. 数字化和个性化的未来，以及 4. 以全新、大胆和现代的方式表达我们的理念。品牌。我们精简了主要合作伙伴，进行了全面的细分项目，并推出了新的品牌标识和应用程序。我们还发起了一项大型广告活动来解释这些变化并吸引客户。

运营影响

The transformation of Nectar's loyalty programme has been a resounding success. The company has successfully transitioned from a traditional 'plastic and paper' model to a digitally enabled proposition. The new app has been widely adopted by customers, and the company has seen a significant increase in digital customers, points earned, and redemptions. The company has also seen a significant increase in customer spending and app satisfaction. The transformation has also helped Nectar engage new younger audiences with the launch of 'Shopping Smarts', an online content series.

数量效益

The new app was downloaded over 3,277,900 times by the end of 2019.
7 million digital customers are now earning on average 3x more points than non-digital customers.
21% of Argos transactions are now collecting Nectar points, with a 700% increase in redemptions.

Digital Transformation of Nectar's Loyalty Programme

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