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
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
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.
This article was first published on Marketing