John Lewis & Partners tests out Hawk Incentives e-voucher system

Looking to increase sales within its electronics category, without offering discounts, John Lewis & Partners recently ran a trial involving a £25 e-voucher for customers to spend in-store or online.

The retailer wanted to use its own vouchers to drive loyalty and repeat spend. Enter Hawk Incentives who suggested a pilot to understand if voucher rewards would influence its customers. Thirty days after their purchase, participants went to Hawk Redeem (an online hub) and put in a unique code, found on their receipt, which generated an e-voucher. They then used the number on the e-voucher when purchasing either online or in-store.

The result was a 30% uplift in sales over a four-week period. John Lewis & Partners has gone on to use the same system on other categories within its stores. It recently, for instance, run a similar campaign across home and fashion and electrics: for any basket value of £1,000, customers were eligible for either £125 or £100 (My John Lewis customers received £125). This wrapped up in August and results are due to be announced in the near future.

Peter Dando, Director, Business Development at Hawk Incentive, says: "Customers are embracing e-vouchers more and more, and the results of this campaign demonstrates that this type of incentive scheme can influence an initial spend. We're proud of that fact that John Lewis & Partners deemed it so successful that it is now employing this scheme across their home and fashion sectors.”