Launched in 2017, the loyalty scheme is designed to build a closer relationship between The Sun and its print readers, and help families to do more, see more, and enjoy more on a budget.
Offering family value is a key editorial pillar for The Sun and helps to drive readership as its audience look to the brand for money-saving advice, say the publishers.
Membership has grown by 43% in the last year, following the launch of The Sun Raffle and accompanying TV campaign, and hiring Sun Savers editor, Giselle Wainwright in October 2018.
In line with The Sun’s focus on value, the app and web-based scheme rewards loyal readers with £5 for every 28 codes – which are found in the paper – they enter on a daily basis. Readers amass their cash in a wallet and are able to withdraw the money as cash or use it for offers within the app.
Sun Savers also delivers value through promotions and competitions with the paper’s commercial partners, such as Superdays and Hols from £9.50. The Sun Raffle – with £50k up for grabs every month – offers more chances for Sun Savers members, based on the number of codes they enter.
Members have also donated more than £50,000 of the money in their wallets to The Sun’s charity partners, including the premature babies charity Bliss and Chances for Children. Across the course of a year, the maximum amount that can be collected is £60: the average Sun Savers charity donation is £7, and the highest is £97.
Justine Salter, head of loyalty at The Sun said: “Sun Savers is not your average loyalty scheme. We have built a community of bargain-hunting Sun readers, and we work hard to deliver them cost cutting tips, promotions and competitions day-in-day-out, on top of their free fiver.
“This achievement is testament to that: from Giselle and the editorial team’s first class money saving advice, to our award-winning technology team, building and developing our user-friendly Sun Savers platform.”
As well as driving reader engagement, Sun Savers has allowed The Sun to build a deep understanding of its audience, their demographics and preferences.
Justine continued: “We know that two-thirds of Savers are home owners and half have kids at home, which has helped inform our partnership strategy and brought on board brands such as Habito and Just Eat.
“We know our savers – who they are and what they want – inside out, which means that we can offer our members, readers and commercial partners better value than ever before.”
The Sun will roll out a new version of the app and website later this year which, they say, will include opportunities for larger commercial partnerships and advertising within the platform.
