ELECTRIC IRELAND: REDUCING CUSTOMER CHURN WITH SUPERCHARGED REWARDS

The Challenge

With a new competitor entering the market and tariffs dropping across the board, Electric Ireland faced a double blow. With churn rising and loyalty slipping, they had to find a way to deliver meaningful value – all while keeping customers engaged, reducing switching, and improving perception of the Electric Ireland brand. They needed scale, knowledge and strategic thinking to meet ambitious loyalty goals.

They also faced the challenge of renaming and expanding their free Days Out offering – in a country that rains most of the year. They wanted to encourage customers to explore their homeland all-year-round, while cementing their position as Ireland’s leading utility provider.

Why TLC

To meet these goals, Electric Ireland partnered with TLC Worldwide to deliver real-world value that customers could feel and use. We provided the expertise needed to elevate the brand’s existing reward program, from incentive design and campaign execution to sourcing experiences and driving performance.

With a proven track record in building customer reward platforms and managing high-volume engagement campaigns, we helped make Electric Ireland Rewards one of the brand’s most powerful tools in the battle against churn.

The TLC Approach

TLC helped Electric Ireland reshape its loyalty program, starting with the name. Inspired by the brand’s Your world, brighter positioning, we relaunched Days Out as “Brighter Things to Do” – now featuring more relevant year-round content and exciting seasonal variations to give consumers the chance to make the most of Ireland throughout the year. Monthly campaigns, including an impactful Christmas draw, led to a record-breaking 156,300 competition entries – a 135% increase on target. We also launched the new and improved “Brighter Things To Do” platform, offering free or discounted access to venues and attractions nationwide, saving customers up to €195 annually.

Our email campaigns also saw a tangible increase in engagement, with open rates soaring to 64% and 12% click-through rate – surpassing industry benchmarks. We also harnessed the power of influencer marketing with a nationwide TTL launch campaign, driving over 1.2 million impressions, 189K+ social video views, and strong engagement across Lovin Dublin, JOE.ie, and Her.ie.

Through strategic partnerships, high-performing campaigns, and best-in-class engagement tactics, Electric Ireland exceeded its retention and registration goals – proving that consistent, meaningful value drives retention, even in volatile, price-driven markets.