myLakeland: launching a new loyalty programme

Specialisms

1-2-1 Comms

Branding

Integrated Campaign

Point of Sale

In a bid to encourage customers to visit their stores more frequently, Lakeland needed a new strategic channel.

We proposed myLakeland, the company’s first-ever loyalty scheme: a free-to-join club that offers hand-picked, tailored offers for members, such as 10% off their next store purchase.

CHS created the branding for myLakeland, as well as the production of launch materials ranging from in-store point of sale, to welcome packs and customer journey emails.

The loyalty scheme was an instant success. 350,000 sign-ups were recorded in just 3 months, before hitting the half-million mark in the first 6 months.