Learning Lunch – Platinum Anatolai

Challenge & Selection: After the customer researchs, it has been seen that  customers outside of Istanbul, Ankara and Izmir complain that The Platinum  Privileges are not in their own cities. For this reason, they stated that the bills  they paid were very high and that they did not feel like Platinum.   Based on these results from the research, we decided to try a different approach  in a specific area and look at the results using the Learnin Lunch Tool. We  planned what we can do in the areas where we have received negative feedbacks  in research, according to the results after the test we will do with this tool.

Application & Describe : For starter, we excluded Istanbul, Izmir and Ankara  and determined the cities that are the most Platinum and potential Platinum  customers. We started to talk with our co-workers in the region about what we  can do ffor the customers in their region. We also evaluated the demands of ‘car  wash discounts’ and ‘local restaurant discounts’ requested by also the same  customers that we talked in the research. After a detailed study process we  selected Mersin & Adana for pilot study. We’ve agreed with local brands for  local Platinum privileges in Mersin and Adana. We have also prepared an  intensive media plan specific to the region. With this plan we starte to announce  our new privileges to the region. We used digital platforms and ourdoors also.

Insight & +Results: The results we obtained after this pilot study in Mersin and  Adana were very good. Both existing customer satisfaction and new customer  aqusition increased in the region. In addition, other locak businesses that saw the  communications we made for the loca businesses that we agreed aith wanted to  contact us and wanted to be a part of the program. After there results, we  expanded our study by determining new regions. In the last two years, we  increased these special reagions to 15.

We will continue to add new regions in the coming years. As we can see the  results and returns more clearly with this pilot study, we have had very  productive outputs that we can use in future budget planning too.

