Online loyalty site Ipoints hands pounds 1m job to MediaVest

by IVAN CLARK, director, TV strategy, Medi, Marketing 16-Dec-99

MediaVest has picked up media planning and buying for the launch of Ipoints, a new rewards programme for the internet.

MediaVest has picked up media planning and buying for the launch of

Ipoints, a new rewards programme for the internet.

MediaVest will be in charge of a budget of pounds 1m in the first year,

to be spent both on- and offline, targeting the UK internet shopping

market.

Ipoints.co.uk launched in March and is a joint initiative between sales

promotion agency Dynamo’s new media division and Loyalty Plus.

The scheme will work in a similar way to loyalty programmes such as Air

Miles, and is based on a flexible currency which customers collect when

shopping online with different companies.

The building of detailed customer databases will be an integral part of

the scheme, providing the first comprehensive profile of online

shoppers.

Database information will be used to advise companies on marketing

activity and cross selling.

Many observers expect next year to be the year of ’loyalty on the

internet’, with companies looking to build longer-term customer bases in

order to extend their sales.

The Ipoints win comes just weeks after MediaVest’s appointment to the

pounds 10m account for online entertainment network, Switch2.

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