In 2016 we were charged with protecting print sales in the face of industry-wide decline whilst also building a base of known customers whose data we can collect, enabling us to find new ways to monetise them in future. To do so, our goal was to create a digital loyalty scheme so simple and rewarding that it could overcome people’s growing fatigue and disengagement with loyalty programmes.
Our hugely successful rewards club, Sun Savers, helped stem the decline in print sales with a 4.4 million circulation uplift. We gave our members £5 in cash every time they bought 28 copies of The Sun, offered exclusive discounts on days out and holidays, and huge competitions from £15,000 in our monthly raffle to winning their mortgage. We now know our members wants and needs and are on first-name terms with over 800,000 people.