CRM and Loyalty Agency Services

1. Detailed CRM requirements are:

• Project Management/Client Services including status calls, timing plans and project updates

• Customer contact strategy to continue enhancing the CRM ecosystem with a focus on retention, increasing Average Transaction Frequency/Average Transaction Value and reducing churn

• Customer Acquisition: create an omni-channel strategy to effectively grow the customer base

• Campaign Planning: including testing and measurement plans

• Creative concepting: including idea generation, design, copywriting & wireframe

• Ability to demonstrates good ability for cross-agency collaboration

• Proactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement

2. Detailed Loyalty requirements are:

• Project Management/Client Services including status calls, timing plans and project updates

• Customer Acquisition: continue to develop the omni-channel strategy to effectively grow the Loyalty customer base

• Creative concepting: including idea generation, design, copywriting & wireframe utilising all available data points

• Ability to demonstrates good ability for cross-agency collaboration

• Proactive approach to optimise current activity and pushing forward innovative ideas to drive customer engagement, increase customer travel and increase reward redemptions.

• Optimise creative and strategy to increase Loyalty revenue penetration and growth and increase redemptions of rewards.

3. Account Management for CRM and Loyalty

• Dedicated Point of Contact

The Agency shall provide a dedicated point of contact available throughout the duration of the Agreement to deliver CRM and Loyalty account management services. A tiered account team - including a Senior Account Manager, Account Director, and Planning Director - will support varying strategic and delivery needs. The approach must be flexible and tailored, not "one-size-fits-all."

• Flexible Resourcing and Review

The Agency must demonstrate the ability to flex resourcing in response to shifting priorities and levels of activity. This team structure and resource mix will be subject to annual review to ensure continued alignment with the Client's evolving CRM and Loyalty goals.

• Resilience and Continuity

The Agency shall ensure continuity of service, including cover during absence, public holidays, or urgent requirements. This includes having sufficient resilience and senior oversight to maintain momentum on projects and meet deadlines.

• Agile and Responsive Delivery

The Agency must be able to respond quickly and effectively to fast-changing needs such as emergency sends, last-minute creative changes, or unplanned campaigns - while protecting timelines and budgets.

• Tailored Service Types

The Agency shall allocate a named account team to deliver across three levels of service depending on the nature of the Client's requirements:

o Strategic Planning and Consultancy: Deep involvement in areas like loyalty proposition development, segmentation strategy, CRM vision, test-and-learn design, and journey mapping.

o Creative and Tactical Campaign Delivery: Responsive, insight-led CRM campaign execution across key channels including email, push, and DM, with strong creative delivery and campaign management.

o BAU/Operational Support: Execution of regular comms, performance tracking, stakeholder management, and creative adaptation, delivered consistently and reliably.

4. Retained Services

Ongoing Coordination and Performance Management

The Agency will attend weekly status meetings and monthly planning sessions to review project pipelines, resolve issues, and align on new priorities. In addition, quarterly business reviews will cover service levels, strategic direction, and overall relationship management.

The Agency shall:

• Provide the Client with a lead Account Director, supported by a Senior Account Manager and Planning Director under the agreed retainer model.

• Adhere to a structured workflow including briefing templates, planning timelines, and clear approvals governance.

• Offer a straightforward escalation path to resolve delivery or service issues efficiently.

• Ensure full transparency on scope and pricing. All projects outside the retainer will be quoted and billed separately, with clear estimates provided in advance.

• Share insights and counsel on CRM and loyalty trends, customer experience innovations, and regulatory developments.

• Provide training or capability-building sessions when appropriate to support Client team development.

• Flag any resourcing risks early and propose solutions to maintain service continuity.

• Comply fully with Data Protection Legislation and identify the designated Data Protection Officer(s) responsible for CRM data compliance.