How do you incentivise a group of existing customers to change their purchasing habits and renew online?

We studied consumer data from Southern in order to establish how season tickets were being purchased and try and identify why a large proportion were not doing so online.

We found the online renewal process is quick and convenient, so we needed to communicate this to Southern customers whilst offering an extra little something to dissuade them from purchasing at the ticket office. We came up with the idea of a free £15 iTunes voucher, thinking specifically that this was something commuters could really use. We put together an integrated campaign across six different media to try and reach as many existing (and potential!) Southern customers as possible.

Without wishing to blow our own trumpet, (well, not too loudly) the results were extraordinary. From an investment of £25,000, the campaign generated sales of £500,000. With this kind of R.O.I. it is not hard to see why Southern are now rolling the campaign out across the Summer. The work doesn’t stop there though, and we are currently working hard to find new ways of refreshing the campaign, testing new incentives and trying to further increase Southern’s R.O.I.