Cravendale scheme to fight churn

Love Cravendale - Coming soon!Milk brand Cravendale is launching a digital loyalty scheme called Love Cravendale to combat customer churn and recruit new consumers to the brand.
The programme, which launches on July 1, will offer customers a raft of rewards, including days out and activities such as white-water rafting, football skills training and salsa lessons.
Consumers who sign up will automatically qualify for two-for-one vouchers at more than 150 venues, including museums.
A series of regular spot prize draws will also take place with prizes ranging from money-off airport parking, though to red carpet movie screenings at VUE cinemas.
Shoppers will be able to collect points – dubbed “hearts” – by entering codes from 2-litre bottles of Cravendale on the scheme’s website, lovecravendale.co.uk. The scheme has been developed by Saatchi & Saatchi-owned Outside Line.
It will be supported by a major marketing campaign, featuring outdoor, online display ads, and video-on-demand pop-up banners, while a social media, e-news and blogger engagement programme will also be rolled out, as will in-store support and PR.
Cravendale brand manager Sophie Macaulay said: “Naturally, we’re always looking to recruit new consumers to the brand, but primarily, we’re aware just how important it is to retain the many Cravendale loyalists already out there. To a large extent it’s the latter group we’re targeting with this scheme. Love Cravendale is the perfect platform to enable us to do this.”

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