ReadersClub (Round 6)

Germany Project type: large DuMont Mediengruppe

Summary, the digital unit of DuMont, will partner up with German campaign agency Zum goldenen Hirschen to develop ReadersClub: a loyalty program for the readers and users of Hamburger Morgenpost's news site The program's aim is to strengthen the customer retention by awarding user engagement onsite with special promotions.

The solution

As a local publisher, Hamburger Morgenpost is facing the challenge of how to establish a lasting customer relationship with their readers and users that will eventually broaden the revenue streams. The solution: reward user engagement! Each action taken by registered readers on the site such as reading an article, participating in a survey or signing up for a newsletter credits them with points in their membership account. Upon reaching predetermined levels, special promotions, coupons and discounts will be unlocked.