data capture / data entry
Client – Iceland Foods Ltd
The Objective
To launch a loyalty store card in three phases starting with a pilot scheme in North East England to 34 stores with a second phase to 133 stores in Northern Ireland, Sourthern Scotland and Northern England and a roll out programme that continued finally UK wide in October 2008. The Bonus Card offers free delivery to purchases in excess of £25, as well as money off vouchers and monthly free prize draws – all proving very popular with loyal and new customers.
The solution
To supplement the in-store promotional activity, with regional and national press advertising Pumasource delivered a bespoke operation to capture and return new memberships on a tight schedule:
Response handling service to receive membership applications collated from 660 stores twice weekly.
Capture of applications daily (25,000 forms a day on average, 40,000 forms at its busiest). Working 24 hours a day in 3 shifts and 7 days a week.
Provision of weekly reporting per store.
Regular review meetings to ramp up resources in tandem with advertising and promotional activity at all three key stages of the launch programme.
The Results
The target was to acquire 3 million customers over a 12 month period, with 750,000 in the first month of launch. A phenomenal response has seen predictions readjusted to 4.75 million in the first year as 1.2 million customers signed up in the first month alone. Iceland Foods reported a 16% increase in business at the end of 2008 compared to the same time in 2007.
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