EE furthers service push with ‘EE Power’ reward scheme
EE is to offer existing customers a free EE Power Bar, a portable smartphone charger, in every store as the brand seeks to become the number one network for service.
The EE Power Bar is a portable device with a USB slot to charge smartphones for up to 5 hours. EE will allow customers to replace dead power bars at all its UK stores as frequently as possible.
Named the ‘never ending power scheme’, chief marketing officer Pippa Dunn says the new scheme is backed up by recent research, commissioned by EE and administered by YouGov, that shows that nearly 60% of UK smartphone users claim their battery doesn’t last a full day.
Dunn says: “Almost everyone’s experienced the frustration associated with running our of battery and it always seems to happen when you need your phone the most.
With EE Power, we’re trying to help by giving our customers a Power Bar that can simply be swapped for a full charged one in any of our stores,” she adds.
Each Power Bar typically gives one full smartphone charge per use, and existing consumers can order the charging device by texting EE. Non-EE customers can also participate in the scheme by paying £20.
The latest initiative marks the second reward programme that the brand has launched this year. Earlier this month EE launched a ‘Film Club’ reward scheme, which allows consumers to redeem a movie for £1 each week on the video streaming service Wuaki.tv and was a replacement for Orange Wednesday’s.
Much like the consumer research that inspired the new EE Power Scheme, ‘Film Club’ was born from data that suggested that the majority of a surveyed group of 2,000 adults said that they download or stream films every month, and were going to the cinema less.
This is exactly the sort of simple but spectacular idea that enables some brands to stand out from the crowd. The public relations fallout of this initiative resulted in stunning coups in terms of national press editorial coverage. However, and more importantly, it also demonstrated the potential to take an uncomplicated idea that will answer a need and surpass the expectations of a shopper and so create genuine reason to stay loyal to EE.