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Engaging Members
Getting The AA's customers to stay longer and buy more
The Challenge
With over 4 million members, The AA already had a rewards programme in place to create greater engagement but was unsure if it was it for purpose and justified its budget.
The programme offered exclusive events, competitions and on-going third party benefits and discounts.
We worked with the client to define the role of rewards in step changing member engagement and the strategy needed to deliver a unique proposition that got members to stay longer and buy more.
Our key insights?
The client needed a membership scheme not a rewards programme.
One more positive customer experience each year would have a transformational effect on retention
The current proposition was undifferentiated and readily replicable by its competitors.
The process and infrastructure needed to scale the proposition wasn’t in place.
"Conduit have a real ability to add value using their skill and expertise to understand the very core of the matter before making recommendations thus basing them on true insight. A pleasure to work with."
Our approach
The power of one more – a strategy to deliver more personalised and timely customer experience.
We created a 90 day programme to:
- assimilate and understand the considerable data and research that the client already had
- translate it into the key business challenges and opportunities
- build a strategic solution to meet the challenges and deliver a compelling business case
- specify the data, processes and software needed execute the strategy.
And then we moved to validate the solution with customers and deliver a minimum viable product (MVP) to test response in-market.
How we delivered the project
We created a more meaningful, compelling and mutually beneficial membership programme – taking it from something transactional, mass and undifferentiated to something unique and exclusive.
Most importantly, we transformed the membership programme into something that had a measurable, positive impact on the company’s commercial objectives.
Key results
- 37% increase in app visits
- 33% rise in unique users
- 113% increase in visits to The AA's fuel price content
- Doubled the number of people registering to use The AA's app each week
