Lenovo

A loyalty program that breaks the mould

Working with our partner studio Sketchin in Milan, we helped Lenovo build and launch its first consumer loyalty proposition. Giving customers a reason to connect with Lenovo directly, and keep coming back.

Connected product Extend
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$100m in revenue growth
Tens of thousands of members in 3-months
Global rollout in progress

The opportunity

Around 85% of Lenovo’s consumer sales came through retailers, leaving Lenovo without a direct relationship with most of the people using its devices. Device onboarding was a chance to make that connection, but consumers had little reason to register.

Lenovo had plenty to offer them: partner deals, gaming events, sponsorship experiences, education, software and services. Those benefits sat across different parts of the organisation, making them difficult for customers to discover and access.

Working with our partner studio Sketchin in Milan, we helped Lenovo bring those offers together into Universe, its first consumer loyalty proposition. It gave customers a clear reason to register and stay connected, and Lenovo a direct channel through which to build the relationship beyond the device purchase.

Something worth being part of

We mapped the customer journey from purchase through to upgrade and repurchase, identifying where membership could add value. That included helping people get more from their devices, discover software, services and partner offers, and access experiences through Lenovo’s sponsorships of MotoGP, Formula One and the FIFA World Cup.

The proposition brought Lenovo’s wider ecosystem of PCs, tablets, mobile phones and accessories into the picture, helping customers discover products that could complement what they already owned. It gave Lenovo a way to build relationships across its range, beyond individual purchases.

We worked closely with Lenovo’s teams to turn this into practical customer journeys, from registration and consent to a welcome experience that made the benefits of membership clear from the start.

A relationship built to last

Universe attracted tens of thousands of members in its first few months and it continues to grow at pace, giving Lenovo a direct relationship with customers it had previously struggled to reach.

For teams in local countries, it provides a way to build on each campaign, event and offer. Customers join once and continue discovering benefits across Lenovo, while teams can now keep the conversation going long after an individual activation ended, through a channel they own.

Following pilots in the UK and Italy, the membership is now rolling out across the world. More tailored member journeys are also in development, helping Lenovo make better use of everything it has to offer and giving customers more reasons to stay connected between device purchases.

Next case

Creating digital luxury for a new kind of McLaren

The Workshop
Assay Studios
141 Newhall Street
Birmingham B3 1SF

Collaborate with us

Progress happens when great minds meet. We’re building a network of specialists who bring experience, energy and imagination to every stage of the work. If you could kindly fill out all the fields below, we’ll be in touch when there’s a project that feels like the right fit.

We’d love to hear about your experience and what you do best, what kind of projects you’re drawn to, or how you like to collaborate.

Thank you!

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