pay in advance

6 years and 600+ projects – which success story do we choose to share?

From product development to call centre scripting, tangible is at the coal-face (excuse the pun) of this business on a daily basis. The energy business gets a bad press and in amongst all that reactionary noise ScottishPower has a job to do.

2009 saw a shift in consumer behaviour due to the unprecedented economic climate.  ScottishPower decided to interrogate what this meant for their customers.  A group was identified whose behaviour suggested a more sophisticated and financially controlling profile.  With interest rates at an all time low ScottishPower offered a ‘Pay In Advance’ product that was rewarded with a hefty discount.  Far more than a customer could earn at the bank.

The product flew off the shelves.  A two stage DM piece was developed tailored to reflect how financially savvy this group of customers was and it worked.  The results are industry sensitive but we can share that it achieved a 61% conversion and over £4m in cash.

In these difficult times it was very satisfying to be able to challenge the normal conventions of the utility market and deliver equally to the customer and client.