Market Sector: Telecommunications
Customer: The Carphone Warehouse
Campaign: ‘Chatter’
Each month, over 70,000 Carphone Warehouse customers approach the end of their contract. Consequently, they are offered a free handset as an incentive to upgrade. With over 85 handsets and 5 networks, it's helpful for customers to clearly understand their specific options, alongside being given the opportunity to ‘trade up’.
In order to both enhance the customer experience and simplify the decision making process, The Carphone Warehouse introduced ‘Chatter’ as the communications vehicle to carry out the strategy. This innovative communication has over 750 Personalisation+ variables.
Full colour throughout, the front cover references the customer by name and with images of their existing handset. Inside, light-hearted copy talks about ‘mobile life’ with the individual customer and (based on business rules within the data regarding the manufacturer of their current handset), highlights three ‘recommended’ upgrade handsets again with colour imagery and supporting information.
