Winner
Rakuten Advertising
Engaging Customers with Card-Linked Offers, Harvey Nichols x Cardlytics
Department store Harvey Nichols wanted to reach new customers to increase brand awareness through market share. Rakuten Advertising initiated a partnership with Harvey Nichols and Cardlytics, a card-linking publisher through its affiliate network.
Cardlytics would enable Harvey Nichols to reach relevant new audiences and communicate with existing and lapsed shoppers via the trusted environment of the customer’s bank. It serves advertising messages through banks’ digital channels based on spend. Customers use card linking to receive cashback rewards through their bank’s loyalty programmes and are identified through anonymised transactional data according to where they shop online and offline.
The campaign started in March 2020, as England went into lockdown for the first time. This was a critical time for the retailer as it had no storefront presence. The campaign included several elements. Segmented customers received proactive communications of offers, depending on whether they were new, existing, lapsed. They were only exposed to offers that matched their purchase behaviour and the offers were integrated into banks’ loyalty programmes and aligned with Harvey Nichols’ brand positioning.
Cardlytics had access to rich transactional and demographic data and this sas applied to the selection of Harvey Nichols customers, which enabled the retailer to understand its customer age and gender profile, socio-affluence distribution, regional variations and affinity with other brands inside and outside the fashion sector. This meant Harvey Nichols could better target customers.
The campaign achieved its objectives and enabled Harvey Nichols to increase the share of wallet against competitors at a vital time.
Finalists
- LTK: LTK x Harvey Nichols, Harvey Nichols
- Partnerize & Reward: Card-Linked Offers - The New Era of Partnership, MandM Direct
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