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Cashrewards for Business

How Cashrewards created a campaign that spurred repeat spending at Coles Liquor Group

When silly season threatened to turn into spend-less season, Cashrewards had a plan for its long-term client.

Challenge

The festive season is one of the busiest times of year for Coles Liquor Group, which encompasses Liquorland, Vintage Cellars and First Choice Liquor Market – and is a long-term Cashrewards client. During the final few months of 2022, Coles Liquor called on Cashrewards to help drive higher purchase frequency and return customers. “We were keen to see if Cashrewards could increase purchase frequency and encourage customers to come back and shop again with us,” says Renee Zumbo, the group’s Digital Marketing Specialist.

Cashrewards created “Drinkable Deals”, a fortnightly campaign that aimed to keep Coles Liquor brands top of mind for customers. The campaign ran every second Wednesday and rotated between the three brands – Liquorland, Vintage Cellars and First Choice Liquor Market – offering customers a 20 per cent cashback deal.

The entire omnichannel campaign – from conception to creative, including filming in store, influencer outreach and, of course, promotion across Cashrewards’ channels – was handled by Cashrewards’ in-house creative team. “The Cashrewards team are always proactive, and when they came to us with this campaign, we could see from the start that it was a great one,” says Zumbo. “The team at Cashrewards were flexible and willing to work with us on key products to highlight and which creative to use, which meant we were ticking several boxes at once when it came to the bigger brand picture.”

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Solution

It was a very festive season indeed for Coles Liquor, with the Drinkable Deals campaign delivering a 28 per cent lift in Cashrewards revenue across the group and a 42 per cent increase in new customers engaging with the brands, compared to November and December 2021. These results combined to create the most successful year in Cashrewards’ and Coles Liquor’s long-standing partnership.

“We were really impressed with the numbers, particularly when we saw that with each campaign there was more growth, resulting in the repeat customers we’d been hoping to attract,” says Zumbo. “The Cashrewards team are great: they’re proactive, creative, collaborative and extremely flexible. We’d definitely recommend working with them and look forward to our next campaign together.”

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Cashrewards Client Services Team Lead, Dominic Ferguson says; “Renee and the Coles Liquor Group team are a pleasure to work with. Their readiness to push the boundaries and experiment with various campaign techniques allows the partnership to thrive. As a result, it succeeds our mutual objectives such as the recent Drinkable Deals campaign success.”

By  | 25 May 2023

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