With over 45 franchised salons and retail stores across New Zealand, Rodney Wayne is a recognisable and reputable hairdressing brand.
However, varying types and levels of rewards across each site meant there wasn’t a consistent customer experience, and there wasn’t a consolidated marketing programme to influence customer behaviour. A new national loyalty programme was the solution.
Analysing historic customer data and behaviours over the previous 12 months, we gained invaluable insights around frequency of visitation, average spend per year and mix of spend, allowing us to model the cost/benefit of different levels of reward.
Once a reward level was determined we developed the launch strategy for Rodney Wayne Rewards, covering three distinct audiences: staff; existing clients: new clients (prospects).
We also developed a suite of lifecycle communications and a 12-month calendar of activity to ensure there is always something new to tell members.
The results
In the three months since launch we’ve already seen:
• over 20,000 new members
• increased frequency of visit
• increased average spend per member
• reactivation of 10% of lapsed customers.
CampaignA fresh new lookClientRodney Wayne Rewards
