Farmers Club launch

About the Project

A clean sheet of paper




Farmers had been running the highly successful Farmers Beauty Club for over ten years. Beauty Club had supported year-on-year growth in sales. However, there was a much bigger opportunity to take the Club across the store and create a loyalty programme that would drive cross sell and increase other categories.

We started with a clean sheet of paper and worked out what the nature of a new loyalty programme would be, how it should work and how it should reward behaviour. We developed the name of the club, the identity, the card look, the comms to support launch across email, online, direct mail and in-store, and a staff education programme. We also worked closely with the above-the-line partner on advertising elements.

The results

Farmers Club has been an overwhelming success since launching in August 2011:

  • within the first two weeks over 50% of existing Beauty Club members who were mailed a new card came in and shopped
  • hundreds of thousands of new members signed up within the first few weeks
  • staff have got behind Farmers Club and it’s showing very high in-store swipe frequency.

Project Info

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