Spring – and more specifically, landscaping season – represents Bradfords’ most important commercial moment of the calendar year.
As a business trusted by trades since 1770, and in a COVID world where, more than ever, customers expected to be rewarded for their loyalty, Bradfords’ rewards scheme was falling short. Although the commercial potential was massive, many of our hugely important and engaged base of loyal members were either not seeing enough of a benefit from their loyalty, confused by the scheme mechanics, interacting with the scheme once a year (at best), or frankly starting to see better elsewhere.
We needed to act quickly and decisively to address a fundamental shift in how we wanted our loyal customers to think.
38% increase in new scheme members (vs a target of 20%)
54% uplift in sales from scheme members (vs a target of 30%)
15% uplift in average spend per member (vs a target of 10%)
‘Bradvantage’ was awarded Best use of Advertising, Best Distributor Marketing Campaign, and Best Mid-Range Budget Campaign at the 2022 Construction Marketing Awards.