MoreThan to launch loyalty scheme for policy holders

MoreThan, the insurance company, is introducing a loyalty scheme called Smartsave to encourage customers to remain with the Royal & SunAlliance-owned brand.

The discount card will give holders up to 20% off at over 200 UK attractions, worldwide travel and accommodation, and online shopping. The first customers to be offered the card have motor and home renewals due this month.

A spokeswoman for the company says the loyalty scheme is “a thank you for their business during the past year and to encourage them to renew their policies”.

The mailing urges customers to “get out and have fun” with the card. If successful, the scheme will be extended to other MoreThan customers. Loyalty card specialist Metropolis, which will manage relationships with offer providers, is administering Smartsave. Among the attractions offered are Sea Life Centres, London Zoo, The Dungeons and the National Space Centre.

The insurance brand has been looking for ways to acquire and retain customers other than through “low price” options. In December, MoreThan’s top marketer Neil Scaife lambasted rivals for their “obsession with price”, adding that in order to offer the cheapest rate, services were being cut (MW December 8). Scaife has since joined the Post Office.

The insurer also axed brand icon Lucky the Dog and introduced the strapline “We do more” after last year appointing Fallon to its &£35m advertising business (MW March 2).