TDA creates online welcome for new Co-op members

Cheltenham agency TDA has created an interactive online welcome for new members of The Co-operative Group.

The Co-op is sprucing up the way it welcomes its members and has worked with TDA to build a new section on its website featuring information about membership and its rewards.

Visitors to the site will be able to create their own personalised welcome videos which will tell them more about different facets of the business.

"Our previous welcome to membership was completely offline, and a result, was very generic," said Anne Byrom, The Co-operative's membership direct marketing manager.

"Taking the process online allows the member to tailor the process according to their particular preferences. This gets across that membership is more than just points, makes it more relevant to the individual, and allows us to build a clearer understanding of their motivations so that we can prioritise that information in our communications with them."

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