Aim

• To create a series of digital and printed communications to launch Platinum tier of the Harrods Rewards loyalty programme
  

Deliverables

• Pre-launch and launch emails
• Pre-launch and launch SMS and push notifications
• Direct mailer
• Hidden landing page on harrods.com
• Hidden app landing page
  

Context

Harrods Rewards is a tiered loyalty programme that allows customers to earn and redeem points while advancing through its tiers. Platinum Tier was created to offer the programme’s highest spending customers an even better experience of the brand, with enhanced benefits and exclusive access to the most premium services at Harrods.

Messaging Strategy

I worked closely with the Harrods Head of Content to shape the campaign’s tone of voice. We wanted the copy to sound formal and sophisticated, which was a departure from the gameified language used in the rest of the Harrods Rewards communications.

We decided to write prose-style copy, which allowed us to achieve a softer tone and a smooth flow from sentence to sentence. This sense of ease and fluidity mirrors the kind of experience the Platinum Tier member can expect to enjoy in-store.

Deep Dive

The Platinum Tier customer base was divided into different segments based on the customer’s current loyalty tier, annual spend and propensity to be upgraded to the new tier. This meant that we required four marketing versions and two service versions of both the pre-launch and launch emails.

The copy had to be sensitive to those customers who were previously at the highest tier of Harrods Rewards and would now be downgraded due to not meeting the new spend threshold for Platinum Tier. You can see below how I’ve adapted the angle of the hero copy to meet the specific needs of both groups.

Messaging Strategy for Downgraded Customers

I wanted to make these customers feel excited about what’s to come. By opening with ‘…there’s a whole new world of Harrods Rewards waiting for you.’, I was able to create intrigue and anticipation about what more the programme has to offer. It was important to convey that the new Platinum Tier was offering these customers something new to aspire to. Although they had previously reached the top of the programme, they now had something more to look forward to, which demonstrated the brand’s commitment to constantly improving its service and ensuring it offered the very best to its most loyal customers.

Messaging Strategy for Newly Upgraded Customers

For this customer group, I wanted to convey how much more was on offer for them as Platinum Tier members of the programme. The phrase ‘whole new world’ implies that there is something to be discovered and ‘thrilled’ conveys the brand’s excitement about the new offering. ‘Enhance every moment’ was an important phrase, because Platinum Tier is all about the finer details and the small touches that make a huge difference to a customer’s experience. Finally, I wanted to emphasise that the new tier had been created with the customer in mind, and that’s why I included ‘make the things you love about Harrods even better.’

Call to Action

Customers were encouraged to visit the Platinum Tier landing page to find out more.

1-Month Post-Campaign Analysis

It’s important to note that this campaign was about raising awareness of the new loyalty tier. The customer had to take no action in order to be upgraded.

The pre-launch service emails were sent to approximately 1k customers and had a 57.52% CTR. This was really positive to see considering the fact that these customers had not received the prose-style marketing versions.

The pre-launch marketing versions

We saw a 50% CTR for the Propensity to Qualify segment, which demonstrated a clear interest in the new tier even from those who hadn’t been upgraded yet.

One of the standout metrics was the 6.2% click to delivered rate for the Platinum Tier launch push notification, which was the highest performer for all push notifications in February.