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Cadbury Rewards Singapore – Loyalty Review

Cadbury Rewards is a Singapore only Rewards Program developed by  Agency Saatchi & Saatchi APAC.

The campaign is ongoing since July to end of August 2013. The campaign was promoted on social media via Cadbury Dairy Milk Facebook page and through various blog ambassadors, a few of which are listed below. In addition a digital campaign was created on google adwords which is how we were notified of this campaign. From what we gather we haven’t seen any in-store tie-ups or promotion (please let us know if we are wrong about this) so it appears to have been a digital only campaign.

The simple premise was spend more money on Cadbury Chocolate and win real prizes mailed to you upon validation of your receipt and details. Being the loyalty geeks that we are we couldn’t wait to put the program through its paces and give you our hands on review. Do let us know what you think in the comments.

Images from Cadbury Rewards Singapore, via (www.cadburyrewards.sg/)

Homepage with easy to read instructions for users

Homepage with easy to read instructions for users

 

Blog ambassadors

The Cadbury Rewards Program curated by local bloggers, on their respective sites:

 

Our User Experience

Step 1:  Buy some CADBURY chocolates

Makes sure you keep your receipt. Here’s our proof.

My receipt uploaded

My receipt uploaded

Step 2: Register an account

We created and registered an account at cadburyrewards.sg  and first added in our bonus points from social media.  We thought that this was well done in terms of presentation.

However, some important missing features include:

  • limited incentives for retweeting and referrals
  • Lack of other ways to earn bonus points. For instance no cross engagement for doing anything in a Cadbury online property or Facebook or Mobile app.

On the plus side the awarding of points to our account was straightforward enough.

Bonus points linked from Social Media

Bonus points linked from Social Media

Step 3:  Receipt Upload

From the top Nav bar we proceeded to upload our receipt we had taken. Note, uploading of receipt meant we had to first transfer the image from our phone of the receipt to our PC. This created a little bit of friction especially after eating our chocolate and feeling lazy!

Manual uploading of receipt. Basically an online form that gets sent to a database, and someone manually checks the content of the receipt to check the users entered in data.

Manual uploading of receipt.
Basically an online form that gets sent to a database, and someone manually checks the content of the receipt to check the users entered in data.

Step 4: Confirmation upon upload receipt

After uploading a picture of  our Dog Roofy, and inputting $1000 worth of chocolate 1000 points, we thought we hit the jackpot ! Turns out the next day we checked our email and found this message.

 

Cadbury Rewards Email Validation Manual.

Cadbury Rewards Email Validation Manual.

This type of manual review works well for a limited and targeted campaign, however we find it terribly hard to imagine scaling it to a million user entries or at any type of volume. As a user, it seems awfully easy to try cheating as well, which is why we always advise at a code based approach if at all possible which can be tied to awards, and much harder to cheat as each code can be redeemable only once.

Step 5: Browse rewards catalog

Our favorite part is where we get to browse the rewards catalog. A basic overview of rewards.  Sponsors were also included, however the selection seemed to have been fixed from start to finish, and only one item per sponsor.

The fun part. Where you get to shop with your points.

The fun part. Where you get to shop with your points.

 

The reward providers for Cadbury

The reward providers for Cadbury

 

Step 6: Redeeming our reward

This involved adding the reward to our cart, entering in our shipping information and then submitting (another form?). At the end we got this nice little email.

Once thing we hear over and over again from users is their wish to have instant gratification, this could be both virtual or as in here real. The problem with physical mailing is the lag time, extra delivery cost and users waning of interest in the program as they just spent money or time and don’t have the results to show for it (at least for two weeks)

*Note folks: 3 weeks and counting and still no tickets!

Manual redemption through email and mail.

Manual redemption through email and mail.

Conclusion

What we liked:

  • Clear website with easy to follow instructions and nice social media digital bonus rewards.
  • Good selection of sponsors and Cadbury content.

What we didn’t like:

  • Manual uploading of receipts.
  • Physical Mailing is painfully slow (and this is Singapore !)
  • Too easy to cheat the online forms
  • Lack of multiple channels to earn more points, outside of spending
  • Lack of Reward Updates
  • No Mobile or Facebook integration or cross promotion with other sites

Want your own variation of this loyalty program for your brand in 3-4 weeks? Contact me directly david@gimmie.io