Topps Tiles needed to retain and grow revenue from its high-value customers, as well as encouraging lower-spending customers to increase their average order value and shopping frequency.

This project had three key phases and resulted in a fully-fledged Gold Trader Loyalty Programme for Topps Tiles.

Identify: Data analysis to discover Topps best customers, understand what makes them loyal, and based on spend, which customers were likely to become loyal.

Discover: Three key personas by combining first party data with zero party data (survey) to understand their differences for enhanced campaign segmentation.

Develop: A ‘launch’ programme across channels and an ongoing communications strategy to retain Gold Traders and nudge ‘Going for Gold’ Traders to gold status.

In the first week of roll out Topps Tiles increased AOV +10%.

Made £500,000 in total additional sales.

Increased the total number of Gold Traders by 12%.