Making loyalty value exchange relevant and fun
By Rachel Swann, 3radical UK Commercial Director
One of my first trips out with 3radical was to Ashton Under Lyne, specifically to visit two of the stores where Admiral is trialling a brand new in-store experience, along with two others in the North West.
They are now looking at the value exchange of loyalty beyond points and currency and rewarding footfall and increased dwell time by using the latest innovative ‘play’ technology: A regularly changing, free-to-play game – such as wheel of fortune, snakes and ladders or a digital scratch card – is played on tablets on specially-constructed rigs in each of the selected Admiral venues.
During my visits to both Ashton stores, customers were playing the game independently whilst attracting attention from other customers and staff who were curious about the game and the vouchers being won. Prizes include cash vouchers and entries into a special prize draw. The programme, which has been running in shops for the last 8 weeks, has proved to be well adopted with the loyal customer base and many are returning on a regular basis for repeat plays. Over 50% of players have played at least twice and nearly two thirds have played 4 or more times, all of which is creating significant data capture opportunities for Admiral who is using this to continue engaging with their customers directly with personalised and relevant messaging based on behaviour.
The interactive elements of the technology mean that staff at each location are increasing their personal interaction with customers and the game and the creative is changing regularly to keep play fresh and exciting. The staff we spoke to loved the 3radical game as it is giving them something free to offer their customers whilst being fun and engaging and can involve more than just the one player at a time. It’s also driving engagement with a diverse audience across age and gender and is proving popular with staff, customers and Admiral management alike. Loyalty these days is no longer about blanket rewards for actions or inactions; Admiral are really taking the loyalty value exchange to a personal level, making it fun, relevant and engaging. For all parties.