2018 Awards Finalists

Loyalty Marketing Award

SuperValu
Sean Collins
Pallas Foods
Phillip Monks
Three Ireland
Siobhan Lynch
Bord Gáis Energy
Anna McCarthy
Aviva Ireland
Elaine Kearney

Sponsored by

SuperValu

Sean Collins

SuperValu grew sales revenues through 2017 by concentrating sales delivery through the Real Rewards loyalty scheme, leveraging SuperValu’s core business mantra of “growing profitable sales”. The creation of over 200,000 Loyalty shopper links to major national partners and the generation of app users reduced communication costs, and a relaunched analytics engine enabled the targeting of new shoppers. Working with colleagues at Ignition, SuperValu succeeded in raising its core profit margins, by sharpening the targeting process and engaging loyalty partners and grocery suppliers in a way which offered enhanced value to loyal Real Rewards members and drove incremental sales.
Winner
Pallas Foods

Phillip Monks

Pallas Foods, part of Sysco, is one of the leading food distributors in Ireland with a team of over 1,300 people servicing over 10,000 customers. The company’s Relish Rewards loyalty programme has come to be embedded across the business. Through continuous improvement and feature enhancements, the loyalty scheme is a market leader in its sector. Relish Rewards is an important element in the overall proposition to customers with points for attending events and ordering through ecommerce channels.
Finalist
Three Ireland

Siobhan Lynch

3Plus is Three Ireland’s loyalty programme, available to all voice customers, offering rewards, offers, competitions and access to unique experiences that leverage Three’s sponsorship assets and nationwide partner network. The programme underwent a major transformation last year, moving from a ‘one size fits all’ format to a more personalised sophisticated programme. Innovative targeting capabilities and a new rewards programme have enabled the right rewards and offers to be sent in the right way, at the right time, to the right customer. Results have included increased customer engagement and participation rates and positive consumer sentiment, as well as retention of higher value customers.
Finalist
Bord Gáis Energy

Anna McCarthy

Bord Gáis Energy generates sells and trades energy for use in Ireland. It has been in operation since 1976 and today supplies over 680,000 customers with energy in Ireland. Since mid-2014 it is also part of the global Centrica plc Group. In 2017 BGE clearly defined a need to create positive interactions with customers in a bid to grow affinity and in particular to increase brand loyalty. The BGE sponsorship portfolio combined with a targeted marketing campaign aimed to leverage the sponsorships to create real fan engagement with target audiences. The summer of hurling campaign was a project of passion but also performance, reducing churn and driving profitability beyond targets.
Finalist
Aviva Ireland

Elaine Kearney

Aviva understands that building deeper lifelong relationships with customers helps generate greater willingness to make further purchases of more products. The company’s in-depth consumer relationship net promoter score study provided rich insights in designing greater multi-product holding among existing customers. A robust lifecycle was implemented with consistent communication of relevant, useful and personalised content, and a major new customer-led multi-product proposition was introduced. This resulted in business growth in multi-product holding, improved retention, enhanced relationship net promoter scores and a significantly widened gap with competitors in this fiercely contested market.
Finalist