The scheme, dubbed “In Good Company”, aims to reassure new and existing customers that they have chosen a quality energy supplier, by offering an exclusive range of vouchers and discounts to highlight its big brand associations.
Npower says the new programme marks the first time a UK company has brought together its corporate and domestic customers to “build a community” with a range of offers.
The lead brands for the launch of the scheme include: Strada, Comet, Cineworld, National Trust, Caffe Nero and Pret.
Patrick Harvey, Npower’s head of customer loyalty, says that new customers will be reassured to know that Npower supplies energy to major companies.
The brands involved will be able to use In Good Company to target specific Npower customers – of which there are 6.5 million – with offers by location or specific preferences.
Marketing promoting the scheme, which will roll out as a trial initially, will encourage customers to visit Npower’s website to pick out the types of offers they would like to receive.
New customers will receive a mailing this week with details of In Good Company, while 70,000 existing customers will be mailed each month to inform them of the new offer.
Harvey adds: “Although there is no above the line activity planned at the moment, marketing around In Good Company will be relevant and timely. We are trying to find interventions throughout the customer journey that add value.”
Npower already offers its customers the chance to win match tickets to Football League games to promote its headline sponsorship.