Price comparison group Moneysupermarket has attributed a 25 percentage point uplift in direct traffic to its website in the year to June 2023 to an advertising campaign featuring Oscar-winning actor Dame Judi Dench.
The TV campaign followed a period of significant investment in its technology, having developed its data analysis capabilities, with new platforms for pay per click advertising and search engine optimisation. It has also implemented a new CRM system called Braze.
In an investor update accompanying its six month results to the end of June, the company said it is now “trialling more impactful propositions” as part of its customer retention and cross-sell strategy.
“Moneysupermarket is a well-trusted brand for price comparison, ahead of our peer group for customer satisfaction,” a spokesperson said.
“Moneysupermarket had 11.3 million active users in the 12 months to 30 June 2023. We continued to drive brand support and build on the Money Super Seven marketing campaign with the launch of a new and well-received advert starring Dame Judi Dench.
The company has also launched a customer loyalty programme called the Super Save Club. The pilot for the programme was launched in May 2023.
“Super Save Club members receive rewards when they buy selected products and get rewards for referring friends,” the spokesperson added.
“The club includes a Super Save Price Promise which promises to price match and more if the customer finds a better deal elsewhere”
The club and the related price promise is being trialled across home, car, annual travel insurance and broadband products, the company said.