Direct News: Egg backs loyalty scheme

by Ed Kemp, Marketing 23-Nov-05

Egg has appointed direct agency WDMP to handle an email campaign ahead of a major Christmas push supporting its customer loyalty programme.

The Prudential-owned internet bank has tasked the agency with
overhauling its cashback scheme to revive customer interest in its
banking and credit-card business.

The scheme currently rewards cardholders with discounts of between 5%

and 20% when they make purchases from affiliated brand, which include

Virgin Wines, Currys, lastminute. com and Selfridges.

The first phase of pro-motional activity will be a Christmas-themed
drive targeting 1m cardholders, intended to broaden awareness of its
partnerships and the cashback programme.

This will be followed by a regular monthly email informing customers
about the potential benefits of their Egg Visa Card or Egg Money
account.

Neither Egg's direct agency, Claydon Heeley Jones Mason, nor its digital
agency, Agency Republic, will be affected by the appointment of
WDMP.

Egg unveiled an £8m TV campaign promoting its Egg Money hybrid
credit/debit account earlier this month. The work continues the 'guinea
pig' creative theme used in its print and radio ads (Marketing, 2
November). The activity is the bank's biggest since the Egg card's debut
six years ago.

Egg has a 3.6% share of the credit-card market, according to Mintel.

The market leader is Barclaycard, with a 14.2% share.

Last month, Prudential confirmed it is no longer looking to offload the
Egg business. It is now exploring ways of getting the businesses to work
together.