Case studies
E.ON
Challenge
To reward loyal E.ON customers, who could not benefit from dual-fuel contracts as they live in areas where a mains gas supply is not available, in the form of a cash rebate.
Solution
The solution needed to be cost effective, convenient and accessible as this was a varied audience. The delivery method also needed to work hard to explain to retailers how to process this new type of transaction. E.ON opted for a traditional approach using direct mail. Each customer received a personalised letter that contained a unique barcode together with instructions for the retailer.
Results
An immediate success with over 70% of customers using their vouchers within the first month. The real-time nature of the system allowed the small number of customer issues to be dealt with by E.ON and PayPoint quickly and proactively.
E.ON operated two payout schemes with PayPoint in 2010 and both have been simple and straightforward to get up and running. Our customers can cash their voucher at a time and location that suits them and it’s quick and easy for them to do this.
Kevin Crabb
Commercial Manager, Metering & Industry Management, E.ON
Wild Bean Café
Challenge
Help overcome the negative perceptions some UK consumers have of forecourt food and beverages.
Solution
The coffee at Wild Bean Café was superior to any forecourt competitor and was also the entry point for many people into the brand. To stimulate consideration and drive trial a free large coffee was offered to consumers via a digital voucher. As the campaign progressed different media channels were employed and i-movo’s real-time reporting allowed BP to determine the effectiveness of the media mix.
Results
After only a few days 78% of sites had processed at least one voucher. The campaign also received an unplanned viral boost when Martin Lewis of moneysavingexpert.com mentioned it during a radio breakfast show with a 5 million audience. Even with this uplift, the secure nature of the system meant the client was never financially exposed beyond pre-set limits. The redemption rate high point reached 13.7%.
This is the first time we have tried such a marketing tool to attract customers to try our Wild Bean coffee. The thing which is really attractive is the real-time nature of the system. This helps us understand the effectiveness of the multiple online and radio advertising campaigns we have invested in to support the promotion and we get to know exactly which customers have redeemed their vouchers, where and when. As the system is secure, the voucher can be used only once so we can reward our customers with really attractive offers without the financial exposure that can be a huge risk with digital voucher distribution, as other companies have found to their cost,
Richard Smuts
Advertising and Communications Manager, Wild Bean Café
Evening Standard Eros Reward Card
Challenge
To offer Evening Standard readers a cashless method of paying for the paper at a network of street vendors as well as third party retailers.
Solution
300 contactless terminals were deployed to cover the Evening Standard’s own vendor distribution network, to add to the 1,200 retailers with epay and PayPoint terminals who sell the title. Both were integrated to the i-movo system to allow readers to use their prepaid contactless card to buy the paper. The Eros Card was the world’s first dedicated, contactless and cashless newspaper payment card.
Results
Less than three months from when the project was given the go-ahead the Eros Card was launched. A highly innovative and ground-breaking solution to a key strategic problem for all newspapers of increasing frequency of purchase.
Over the next two years in London, Zone One will increasingly become a cashless payment zone and the Evening Standard will be helping drive and lead this trend.
Andrew Mullins
Managing Director, Evening Standard