Keeping It Simple with Primaflow F&P (Targeting Share of Wallet)
Primaflow F&P were used to running short tactical campaigns, often supported via manufacturer backing. Customer Rewards allowed customers to be rewarded for their spend on ‘qualifying’ products. Customers were each given a personal sales target, which was represented in their own target tracker, so that they could see exactly how close to target they were each week; alongside this personalised comms were run, to encourage platform engagement. Still working hand-in-hand with the manufacturers, Primaflow F&P were able to provide customers with the ability to earn cashback to spend on future product purchases, or points to spend on technology products, experiences and vouchers. The personalised targets and level of choice in the rewards meant that the campaign saw significant success in its first year, and ongoing.
74% of the customers who took part in Customer Rewards increased their spend during the campaign period and then continued with the increase for the next year. In year 1 the programme delivered a return of over £500,000.