Challenge

What does loyalty mean for brands today?

In a market dominated by promotions, multiple betting accounts and quite fickle brand loyalty, Paddy Power wanted to understand how to build, maintain and reward customer loyalty to drive revenue and brand affinity.

Idea Worth Buying

In a Loyalty Forum facilitated by jump! for the Paddy Power team, we learnt how experts in sport, telecommunications, alcohol and retail categories create and sustain loyalty.

Building on hypotheses from this forum and on consumer conversations in the UK and Ireland, we created a framework for segmenting customers based on their needs and their level of loyalty.

We used this insight to create ideas to strengthen customer loyalty.