Bonus Card: a refresh to re-engage
Iceland’s Bonus Card is a bit of a hidden gem. Part loyalty card, part savings scheme, it gives customers the opportunity to load money onto a card to spend later, offering a great way to save up and spread the cost for Christmas or a special occasion. It has the added ‘bonus’ that Iceland gives the customer £1 for every £25 they save on the card, as well as exclusive booster offers throughout the year. On top of this, cardholders get free Home Delivery when they spend over £20 in store.
A key commercial asset
In the nine years since its launch, Bonus Card had slowly dwindled in customer registrations and usage, as well as in colleague excitement and belief. Even though its benefits are completely unique to the market, it was being somewhat hidden under a bushel. In addition, the creative was looking dated and the messaging was complicated. With a business decision to change the saving mechanic to an even more compelling ‘£1 for every £20’ it was time for a relaunch.
Our challenge? To give the Bonus Card a new visual identity with surrounding communications that were more streamlined, making the proposition more compelling and easier to understand. In turn, motivating current cardholders to swipe their card more, and converting non-cardholders to join the scheme.
Making the complex simple
Following a strategic review and rationalisation, we gave the entire proposition a new look and feel with a warmer graphic style. We introduced a new colour palette and iconography to convey the different pillars within the proposition (delivery and savings). We also introduced more personality with a new tone of voice, and reviewed and rewrote the copy to be simpler for every element in the customer journey, from in-store promotion to new cardholder welcome packs to seasonal DM pieces.
A winning formula
The response from customers (and client!) has been really positive, with many saying the comms are more instant with much more stand out. There’s now no doubting the ease of Iceland’s delivery proposition, and the great benefits Bonus Card gives.