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

Nectar 转型：从传统忠诚度计划到数字化成功

适用功能

销售与市场营销

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。

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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。

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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。

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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.

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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.

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Nectar 转型：从传统忠诚度计划到数字化成功

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