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SCOTTISH & SOUTHERN ENERGY
CONSUMER MARKETING
DIRECT MAIL / MAGAZINE |
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RETAIN CUSTOMERS IN THE FACE OF INCREASED CHOICE
NO MAYBES
Customers who once had no choice but to say yes to a monopolistic energy supplier have embraced competition. They are enjoying saying MAYBE and NO. The challenge for SSE was to halt a business decline by averting loyal YES customers from becoming MAYBEs, and consequently NOs.
INCITEMENT
The relationship with a utility is completely functional and service-based. To incite customers we had to build a relationship around 'expertise', and present SSE as trustworthy, knowledgeable and a friend to the customer. We had to provoke them
to stay by creating a superior value proposition versus the competition.
PROFITABLE EXPERIENCES
The present touch points were limiting, so we created new ones that fell outside of the 'monthly bill', that could deliver profitable experiences.
We developed a direct marketing programme that connected SSE customers with the brand, that focused only on SSE's specialist subject - energy - engaging them with impactful and entertaining content, as well as offering promotional incentives.
And we evolved the existing magazine format into a true customer magazine by revisiting style, content and presentation.
EFFECT RESULTS
Long term churn rates declined by 18%.
Each issue is selling between £57,356 and £430,440 worth of appliances.
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