With 212F’s partnership, Beaulieu were able to deliver an aspirational incentive travel program, giving their customer base an emotional connection to the brand – and memories to look back on for years to come!
% Over Target
ROI
Beaulieu Australia “Beaulieu” is one of the largest carpet manufacturers in Australia, recognised as a market leader in solution dyed technology and environmentally friendly floor-coverings. Beaulieu carpets are sold through carpet resellers throughout Australia. The floor coverings industry is a fiercely competitive market, with carpet manufacturers using different methods to position themselves apart from the competition.
Beaulieu had been running a successful customer loyalty program for several years, which rewarded resellers for sales of Beaulieu products in the form of points that could be redeemed for cash on a Beaulieu branded prepaid Visa card.
With some of its competitors introducing new target incentive programs, Beaulieu wanted to stand out from the rest and evolve their program to the next level. They wanted a unique and motivating program to capture carpet resellers’ engagement and loyalty, which would increase sales for Beaulieu.
Beaulieu needed a new program that would drive additional sales to a broader range of products, without resorting to discount pricing. To ensure the incentive program delivered a positive ROI, the program had to be self-funded, allowing the flexibility to compete in the market.
Read MoreWith competitors launching their loyalty programs, Beaulieu wanted to ensure the incentive reward was aspirational and attention-grabbing. With budget restrictions and aspirational travel experience as priorities, the program design needed to be self-funded and the destination affordable yet desirable.
Read MoreWith competitive messages in the market, the need to launch an effective communication platform was even more important to nail. The Beaulieu incentive program needed a communication plan to customers that would enhance engagement and drive results for the program.
Read MoreInnovative Program Design
Focusing on the primary objective, 212F decided to design the program to increase the Share of Wallet in the competitive space Beaulieu was operating. We introduced incrementally higher purchase targets that included self-funded elements to ensure the program paid for itself and success wasn’t seen as an additional cost for Beaulieu. The target-based program design ensured that the ‘reward value’ only kicked in once the investment was recovered, giving the client financial security.
Creativity to achieve an aspirational reward
The chosen travel incentive destination met both the aspirational elements that would give participants the perfect mix of luxury and adventure and on a reasonable budget so that the qualifying targets wouldn’t be seen as unachievable.
Siem Reap, Cambodia, was the ideal choice. From magnificent temples of Angkor to adventurous zip lines, jeep tours, quad bike safari, or a relaxing spa treatment, Siem Reap was a unique designation with plenty to offer everyone.
Engaging Communications
A strategic and engaging communication plan was created to ensure consistent engagement through the program period. With a branded reward platform as the central point for the program, regular personalised performance tracking EDM and SMS were sent to each participant.
Individualised messages were created so every participant had their own engagement points and motivation triggers to continue purchasing. Frequent travel and promotion information was loaded in real-time, so customers knew where they placed on a leaderboard and ranked themselves against the competition. As a result, participant engagement was high, with EDM open rates of >36% and 80% of all registered customers s visiting the program website twice a month.
Engaging Communications
A strategic and engaging communication plan was created to ensure consistent engagement through the program period. With a branded reward platform as the central point for the program, regular personalised performance tracking EDM and SMS were sent to each participant.
Individualised messages were created so every participant had their own engagement points and motivation triggers to continue purchasing. Frequent travel and promotion information was loaded in real-time, so customers knew where they placed on a leaderboard and ranked themselves against the competition. As a result, participant engagement was high, with EDM open rates of >36% and 80% of all registered customers s visiting the program website twice a month.
Overall, the Beaulieu reward program was a compelling success. Some of the results delivered included:
