As the UK’s No. 1 On-trade wine brand, Jack Rabbit has exceptional distribution, but as they sell through third parties, they have no direct way to support or even communicate with their independent outlet partners to drive the rate of sale that they needed.
For a loyalty scheme to be truly effective, we have to start with a win-win mindset. Schemes that don’t deliver ongoing value to the customer lose traction. However, simply offering money off products can negatively affect brand perceptions, whilst also training customers to pay less for your products.
What We Did
So to solve this challenge we created the Jack Rabbit Wine Club, a unique, digital loyalty program built to drive value for customers, consumers and the brand. The platform provides customer support and a direct communication channel, incentivising 13,000 customers to purchase and collect bunny points that can be redeemed against some fantastic prizes.
From iPads to point-of-sale, and t-shirts to Amazon vouchers, trade partners were encouraged to keep coming back for more!
This, in turn, provides a perfect mechanism to incentivise purchase and drive rate-of-sale.