John Lewis

What our client needed

John Lewis were looking for a partner who could manage their Loyalty Campaign and JLP direct marketing from end to end. The initial brief was to migrate the existing work over and propose a new loyalty card re-design, with a longer-term objective to implement automation, speed, and cost efficiencies throughout the process.

What we gave them

We onboarded the work and managed the card design through our third-party card producer providing access to coloured core materials. Following extensive colour testing, the orange core was chosen and went into production with a foil emboss. The foil was then replaced with a screened silver option to increase longevity. ​

Following an initial auto enrolment campaign, we produced up to 50k packs per week, receiving data on a Monday for processing and releasing on a Friday of the same week. This campaign ran to around 1.1m packs in this format before we implemented a format change.

What was the impact

The new format allowed for the pack to be automated, reducing the need for hand matching and focusing on machine-matched production. This pack is now lasered, folded, and match tipped with the membership card before being machine enclosed.​

We also managed voucher redemptions, processing more than 2.2 million of them over an eighteen-month period. The data was reported back to John Lewis for analysis along with weekly MI reporting on voucher usage. We store all the data for this campaign, enabling us to provide a single customer view, from new sign-up to replenishment of a customer’s vouchers over the lifetime of their account.

The results:

• Cost reduction of 66% on pack fulfilment ​
• Increased weekly output of up to 20K items​
• 50% reduction in overall pack price​
• Single customer view