Hewlett Packard
PurchasEdge
Value is found
HP PurchasEdge (now HP Business Rewards) is HP's largest B2B loyalty program with 100,000 high-value members who account for over $1.2B in annual supplies sales.
Members earn points for buying Genuine HP supplies that they can redeem online for new HP products—including printers, scanners, paper and more.
HP's sales channel enjoy increased customer loyalty while HP benefits from insight into customer spending habits, increased customer lifetime value and a sustainable supplies annuity stream.
I served as Creative Director and Experience Architect to the PurchasEdge program for over six years — directing many aspects of the program, including promotional and communication strategy, customer experience, technology and creative while managing three web properties and an excess of 100 highly-segmented, co-branded digital and print communications per quarter to ensure an exceptional, ever evolving member experience and a consistent voice for the program.
By the Numbers:
Under my leadership, the program earned numerous industry awards for its creative excellence, experience, branding and relevance, and with my help, the program benefitted from a high rate of continued growth and an exponential year over year increase in member and channel engagement:
- Market share for PurchasEdge members rose to 17% above U.S. market average for toner and of 20% for ink.
- Program ROI exceeded 85% and grossed a Customer Lifetime Value of of nearly $4 billion.
- The program placed over 76,000 new HP products including 35,000 new printers, resulting in $25 million in annual supplies annuity.
Data-driven Creative
Through PurchasEdge, HP is able to precisely target its most valuable customers — capturing an extremely robust level of individual purchase data. Over 1,000 HP resellers support the program and embrace it as their own — requiring hundreds of co-branded tools and promotions to manage their own membership funnel.
I oversaw all brand and program creative while working closely with the analytics team and HP's sales channel to craft personal, highly effective messaging, print and digital communications, branded templates promotional materials, sell sheets, fact sheets and more.
A member-first
digital approach.
At the heart of the PurchasEdge program is the member website with news, promotions and account access for checking point balances or ordering free products. Under the hood, however, is a world-class CRM and analytics engine and robust tools to empower HP's diverse sales channel.
I led the teams that managed three web properties including awerness and enrollment, technology, data analytics, member experience and promotional content.
Out-of-the-box Promotions.
Each quarter, I led the design and development of highly targeted promotions to unveil new program features, offers and increase member activity.
Pomotional channels included direct mail, a traditional call center, digital and co-branded HP channel promotions, but all business and no fun a dull creative director makes!
I designed end-of-year interactive holiday promotions and partnered with Dreamworks around their major animated movie launches to bring levity and joy to our members. The numbers behind these promotions shattered even the most discounted promotions we typically ran.
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