Vodafone UK is launching a loyalty programme with its 6m pay-as-you-go customers, which rewards them with vouchers to redeem against brands including Thorntons, Blockbuster and Fitness First.
Vodafone has teamed up with Velti, a leading mobile marketing and advertising technology provider for brands, to deliver the campaign dubbed Vodafone Freebee Rewardz.
Srini Gopalan, consumer director for Vodafone UK, said: “Vodafone Freebee Rewardz is yet another reason why customers are choosing Vodafone on pay as you go. It’s a unique scheme as we’re giving our customers something more than just discounts and customers can take part with whatever pay as you go phone they have.”
Velti said it leveraged its knowledge of consumer behaviour to produce a solution that focused on long-term rewards, encouraging customer loyalty. Understanding consumer behaviour is essential for building deeper, emotional relationships between operators and customers, the company claims.
Every time pay-as-you-go customers refill their account balances, they will receive a text giving them a voucher code. If customers want to redeem this voucher, they go online to ‘grab’ an instant reward or bank them as ‘grow’ points in order to save up for something bigger.
Menelaos Scouloudis, chief commercial officer at Velti, said: “Customer retention and ARPU (average revenue per unit) stimulation is vital for operators especially in the pre-paid market where competition is increasingly fierce. By understanding who the customers are and the nature of their relationship with Vodafone UK, the operator is able to provide a more personalised and therefore rewarding experience.”
Vodafone UK claims to be the only operator to currently offer this type of loyalty scheme in the UK and has also integrated social media into the campaign in order to increase its effectiveness. Customers can share prizes with their friends and family on Facebook.