Challenge
As part of SSE’s wider customer retention strategy, the business launched SSE Rewards to leverage its sponsorship of The SSE Hydro in Glasgow, Europe’s largest purpose-built music venue. The proposition was appealing – offering customers 48-hour priority access to tickets for world-class events – but the initial digital execution failed to gain momentum. Sign-ups were low, journeys were disjointed, and the platform lacked the clarity, engagement, and scalability needed to stand out in a highly competitive energy market.
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Solution
Equator was brought in shortly after launch to reconsider the role of Rewards and unlock its full commercial potential. Our strategic challenge to SSE was straightforward – think bigger.
- Reframed Rewards as a core growth and retention lever, not a tactical add-on
- Designed a new end-to-end digital experience built around real customer scenarios
- Created effortless, mobile-first journeys for both existing customers and new prospects
- Integrated ticket availability and purchasing through TicketSoup
- Built a visually engaging content hub to promote artists, events and venues
- Designed a high-converting, step-based sign-up journey informed by prototype testing
- Integrated with SSE’s core energy platforms to enable seamless acquisition as well as retention
The result was a rewards platform that worked as both a loyalty engine and a powerful acquisition tool.
Results
Sign-ups increased from under 10,000 in six months to almost 250,000 in 18 months
Conversion rates consistently exceeding 50%
Strong engagement driven by shareable content and frictionless journeys
Rapid expansion of the Rewards programme beyond its original single-venue scope
Outcome
SSE Rewards has become one of the most successful customer reward platforms in the UK utilities sector. It now operates at several high-profile venues across Scotland, England, and Ireland and continues to develop through deeper CRM and systems integration. What started as a sponsorship activation has grown into a scalable, data-driven retention and growth engine – and a clear example of how digital experience, when aligned with strategy, can substantially influence customer behaviour and lifetime value.