Cherry London

London, United Kingdom
Founded: 2009
Staff: 40
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Skills
Customer Experience
Customer Engagement Marketing
brand partnerships
Loyalty marketing
Customer retention
Customer loyalty
Customer acquisition
Brand perception
Partnership marketing
B2C brand strategy

and 4 more

Clients
Unilever
Aviva
Sony
O2
Pernod Ricard
Legoland
William Hill
Sport England
Visa
Western Union

and 10 more

Sector Experience

Food & Drink
Telecommunications
Insurance
Finance
Luxury
Travel and Tourism
Sport and Leisure
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Fitness First

The brief Fitness First, the world’s largest privately owned health club group, wanted to encourage members of all ages and fitness levels to achieve their fitness goals, through a global loyalty programme, to increase frequency of visits, prevent churn and attract new-to-club members. The programme was to be piloted in Australia and then launched across various markets.

Creating the extraordinary together We developed a bespoke loyalty programme focused around Milestones, called Momentum. Piloted in Australia, we also worked closely with other markets from Germany to India. Momentum was supported by brand partnerships, sourced by us at a local level, providing offers at various ‘milestones’ to incentivise members to reach their aspirational fitness goals. We collaborated with Fitness First to understand their audience segmentation, modelling and data and uncover key trends and insights to help inform and shape our strategy.

The success story A strategy and loyalty programme the markets could get behind and adopt simplistically to drive results, reduce churn and include a member get member element. Increased frequency. Generated high number of new members. Drove profitability.