Prima Kulübü (Pampers Rewards TR) is a mobile loyalty app for parents and expectant parents in Turkey.

 

About the Project:

Prima Kulübü provides the opportunity to organize life through a single mobile application (a SuperApp) for parents and expectant parents, whose need for fast access to reliable information, mobile solutions and savings is increasing.

 

Challenge: 

In the diaper category, where the number of brands and competition increased, our client had to diversify and strengthen the benefits offered by Prima in order to create loyalty. Parents whose mobile use and mobile solution needs are increasing rapidly and their lives with their newborn babies have changed greatly, are in search of brands that are worth their money and they can trust. We wanted to support new parents in the healthy and happy growth of their babies and to provide the opportunity to easily organize life through a single mobile application and to fill the gap in the mobile world in the mother-baby category.  

 

Solution:

In order to support the brand perception that “worth the money, save money and enable me to reach the right information”, we developed the MVP version of Prima Kulübü app with the most necessary features for it to start bringing value to Prima.

 

In MVP product we;

• Integrated our in-house built receipt scanning system for consumers to earn points for shopping Prima;

• Added the Prima reward pool where users can buy free products with the points earned, 

• Embedded personalized expert content that will quickly get the right information and baby development tracking tools,

• Strengthened brand loyalty with gamified actions.
   

Akampüs Loyalty Team have been providing program management services:

• While following consumption habits with our receipt scanning and analysis infrastructure, we prepared segment-specific sales-oriented loyalty rules,

• By analyzing the behaviors and content consumption within the Prima Kulübü app, we sent hyper-personalized messages to users in their journeys to optimize retention.

 

Results:    

After the release in 2020, the app showed great results. Continuous improvement and optimization is being deployed in parallel with consumer centric business decisions. Ending 2020, our beloved client P&G and Akampüs Team are proudly awarded by 9 prestigious marketing award organizations.

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