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Menu
  • Home
  • The Awards
  • What it’s all about
  • Our Judges
  • Sponsors
  • Winners Gallery
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
    • 2016 NZDM Award Winners
    • 2015 NZDM Award Winners
    • 2014 NZDM Award Winners
    • 2013 NZDM Award Winners
    • 2012 NZDM Award Winners
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Farmers Beauty Club extreme makeover

Awards: RSVP Loyalty / Relationship Programme Gold

Entrant: justONE and .99

Nominee: Farmers Trading Company

Entrant Credits: Ben Goodale, Lou Kivell, Amy Morrison, Drew Ayers, Mari Pettersson, Krystyna Walters, Anna Danby

Nominee Credits: Dean Cook, Catherine Webster, Tiffany Bax, Deb Summers, Rahul Abhyankar

Entry Rationale:

With a net gain of only 30,000 active members in four years, and no significant additional sales penetration, the ten-year-old Farmers Beauty Club was stagnating. Then in 2010, Farmers made major changes that included a new dynamic segmentation model, the introduction of new lifecycle elements, revamped creative, and the widening of the rewards offering.

Beauty Club now has a new lease on life with membership rising by an average of 8,000 per month, with active members up 26.43% year-on-year. Category sales in Beauty are up 6% year-on-year and a whopping 71% of all Beauty World sales are now made to members (up 12% from 59% in 2009).  And 49% of Beauty Club members are now shopping monthly for fashion compared to 29% in December 2009.

Targeted reactivation campaigns have achieved up to a 35% response rate, and sales ROI on catalogue/statement DM activity has doubled from $15/$1 to $30 for every $1.

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