TAGS: Loyalty / Word-of-Mouth / Test programme
Lastminute.com is an online travelagency.
To reward their top end customers they are rolling out a program called *in the pink*. A number of different benefits are being tested to see which customers like best before rolling them out to a larger audience. One of those free benefits offered are the free personalised luggage tags.
CAMPAIGN SETUP
Lastminute.com is testing a programme called "in the pink" to their top customer segments. They use this as a way of rewarding their top customers by giving them a series of benefits and perks that add value to the customer experience. These benefits are ranging from soft benefits like pre-views, to sales and competitions, to harder more tangible benefits such as free luggage tags, travel insurance and lounge access.
OBJECTIVES AND TARGET GROUP
• Excellent service for top customers
• Differentiation within the market place to retain and engage customers further.
• Create loyalty among the existing customer base.
• Give brand ambassadors a tool to stimulate word of mouth
CAMPAIGN LINKS
lastminute.com website: https://www.lastminute.com
Order website: http://cluster.icecards.com/lastminute2007uk//
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