Challenge

We have conducted two major projects with Nectar so far (and still going strong!):

Firstly, a major Christmas campaign in late 2010 to promote the Nectar e-Stores to their users. Every time a user buys from hundreds of stores through Nectar they earn points - and Nectar earn comission.

Secondly, we have been working with Nectar and their design agency, Studio 6, to plan a major new part of the Nectar offering - their Fashion Portal. This was to be developed from scratch with conversions as a crucial part of the project success.

Their USP was that shoppers could browse items from multiple stores simultaneously and earn Nectar points on all their purchases.

Solution

Over 60% of their annual revenue is driven in the Christmas buying period, so getting the sales paths right was crucial to the success of Christmas, the January sales and overall loyalty of their users.

The attainment and retention strategy was based around a snowglobe concepts. This was a great design, but we needed to make sure that it worked commercially as well, developing the right wireframes, product feeds and calls to action that would supplement the creativity.

The Fashion Portal needed to quickly gain a foothold in the rapidly growing online Fashion sector, where brands such as ASOS are well established. We developed a set of wireframes that allowed for extreme ease of use and clarity and that also “understood” the users and how they shop - showing the right clothes to the right people and, through the “My Wardrobe” feature give users a reason to return to the same site again and again for all their fashion purchases.

Results

Christmas sales were up by over £2m on the previous year - including their biggest ever sales day on the 21st December. There was also a 40% increase in activity on the e-stores platform meaning the loyalty of their existing customers was also harnessed.

The Fashion Portal launched in April 2010, but is already breaking all the targets set for the year by over 125%.