Currys Perks Family Fun Days

DRG inspired a record sale-to-redemption-rate for redeemers, the highest rate ever achieved by any external partner!

Client:

Currys

Date Completed:

May 2024

Project:

White Label Rewards Platform

Objectives

The campaign was a significant resource investment for DRG and Currys, with clear and realistic objectives set to achieve high expectations. The desired result of the campaign was to:

Drive incremental spend, with a minimum spend threshold of £25.
Deliver new Perks customer sign ups.
Re-engaging lapsed Perks customers.
Deliver a relevant reward and incentive for the 10m strong Perks customer base.

Strategy

Perks Family Fun Days aimed to provide value during the cost-of-living crisis, offering discounted tickets on days out and experiences to encourage shopping at Currys. The campaign targeted existing Perks customers and attracted new sign-ups, considering Currys' diverse customer base. Data-driven insights informed a customer-focused strategy, targeting families seeking non-tech entertainment during summer holidays.

Results

The campaign saw a high uptake rate (93%) at launch and maintained throughout. It exceeded revenue growth expectations, yielding a 21% revenue uplift year-on-year (£8.7m CRM revenue) and a 19% increase in total orders (24,830 orders). New Perks sign-ups increased by 13% month-on-month, with a 10.9% increase in lapsed customers rejoining. Notable achievements include a 6-point increase in NPS score for online purchases and extensive press coverage. Overall, 40,479 redemptions occurred, with members spending £44,890.80, saving £5,592.72, and claiming 15,866 offers. The campaign's methodology is scalable for in-store and online implementation, with potential for further growth through additional features like scratch cards and spin-to-wins. Future collaboration with Currys aims to expand the Perks campaign in 2024.