Loyalty goals

With more than 800 retail outlets and a turnover exceeding €12bn in 2008, Migros is one of the largest retail chains in Switzerland. Migros was looking for a custom campaign, fitting with its current marketing strategy, to improve its image as a retailer of durable, eco-friendly products. The goal was to create a loyalty campaign to go hand-in-hand with a separate promotion for its eco-friendly and fair-trade products, encouraging more visits from secondary customers, and an increased share of wallet per customer.

Strategy

Nebus Loyalty developed a complete concept with a strong eco-undercurrent. Initially, Nebus Loyalty secured an exclusive licence with the Swiss WWF to create a sticker-book promotion encompassing 204 different stickers depicting endangered animals from the rain forest. The creative team developed a story for the collector’s book – which was sold for 5 CHF – and adapted the concept for use on-line as well.
On the website, children were able to plant a tree in the Lilibiggs rain forests. The collectability-aspect was equally well thought out: Customers received a flow pack of five stickers for every 20 CHF spent, but could earn extra stickers by purchasing eco- and fair-trade products. Both the collectable stickers and the collection albums were printed on FSC-approved paper.

Results

Bulls-eye. Sales of Eco- and fair-trade products increased four-fold, delivering a one percent increase in market share during the campaign.