East Coast Rewards

East Coast Main Line, a UK train operator, launched East Coast Rewards, an online loyalty programme, designed to show customers what they could have gained with their 'phantom points' if they had joined the Rewards programme.

East Coast Rewards

Click Squared

The team

Jim Muir, Jane Winton, Sally Greenaway.

Other contributor:

ClickSquared – Maintain the loyalty system and implement direct marketing campaigns.

How did the campaign make a difference?

East Coast wanted to launch an online loyalty programme to make the journeys and experiences of their travellers special. The Rewards programme paid for itself within 12 months. The uplift in online loyalty revenue (over the non-contacted control) was 207% and the number of high value bookers grew 27% in 10 months.

What details of the strategy make this a winning entry?

Customer feedback and profiling showed...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands