Pernod Ricard: Raising the bar 11x on Lifetime value

Pernod Ricard developed a loyalty program, SCANDI, that protects consumers in Vietnam against counterfeit products by providing bottle authentication via QR to generate new customer acquisition and reengage repeat users, which will drive immediate sales and a rich customer database.

Campaign details

Brand: Pernod RicardAgency: Dentsu CreativeRegion: APAC

Strategy

Objective

Pernod Ricard (makers of Chivas Regal, Royal Salute) developed a web-based loyalty program, SCANDI, that provides bottle authentication via a QR scan that protects consumers against counterfeit products. Using a rewards scheme has proven successful in its pilot year, but the following year showed a consecutive downtrend in new user recruitment and long repeat purchase cycles.

The biggest challenge in resuscitating acquisition and retention was the limitation in identifying audiences in the dark market category. Restricted data collection from digital channels became a barrier in...

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