Request from Etos
“As part of the new My Etos loyalty programme, how can we attract as many participants as possible for the programme by means of a communication concept?”
In 2016, Etos (a major drugstore chain in the Netherlands) introduced a loyalty programme: My Etos. In order to give the programme a kick-start, a number of existing touch points (including those in the database) were given an early introduction to the programme.
Important communication pillars for My Etos are mobile and email marketing. In order to meet demand, we developed a communication concept and accompanying programme. Part of this was the realisation of mobile optimised and personalised email messaging. This allows Etos to provide participants with relevant information, service and sales campaigns that meet the needs and interests of customers.
Participants in the programme may choose between a physical card or use of the My Etos app. Unlike other loyalty programmes, Etos uses a ‘click to card’ principle. Members of a loyalty programme can activate a personal offer in the email or app, and immediately take advantage of it in the store. After activation of a personal offer, it will be immediately loaded onto the card or become visible in the app. Very easy to use!
In addition to a weekly personal and relevant communication concept, we also developed various life cycles on the basis of interests and life phases of My Etos participants. Think of messaging in the area of Health, Beauty or Baby. Thanks to this approach we are able to reach everyone.
1 September 2016