I’ve spent the last four years overseeing bp’s eCRM loyalty campaign. Underpinned by behavioural science and data-segmentation, the programme’s aimed at improving a number of metrics including growing the number of members, increasing their average basket spend, increasing frequency of visits and supporting their seasonal campaigns. We also created a substantial tone of voice document for new people joining the team on both agency and client side. Client confidentiality means I can’t share much in the way of the scheme’s financial impact, but I think it’s probably OK to say that in the last set of figures we got from them, we overshot their incremental profit target by over 150%.