An end-to-end loyalty programme redesigned for greater automation, faster processing and lower cost.
John Lewis needed a partner to manage its Loyalty Campaign and JLP direct marketing end to end. The immediate task was to migrate the existing programme and redesign the loyalty card. Longer-term, the process needed to become faster, more automated and more cost-efficient, without losing control of high-volume personalised fulfilment or the customer data underpinning it. The work also had to support day-to-day campaign delivery while the production model was being improved.
We onboarded the existing work and managed the loyalty-card redesign through a specialist third-party card producer. Coloured-core materials were tested extensively before an orange core was selected. The original foil emboss was subsequently replaced with a screened silver treatment to improve longevity.
Following the initial auto-enrolment campaign, production reached up to 50,000 packs per week. Data arrived on Monday, was processed through the week and released on Friday. Around 1.1 million packs were produced in this format before the next format change was introduced.
The revised format moved the programme away from hand matching toward machine-matched production. Packs are lasered, folded and match-tipped with the membership card before machine enclosure, reducing manual intervention while increasing consistency and throughput.
We also handled voucher redemptions, processing more than 2.2 million over eighteen months. Weekly management information on voucher usage was returned to John Lewis, while campaign data was retained to support a single customer view from initial sign-up through to voucher replenishment.
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