Canonical URL: https://giftcard.news/gift-cards/vodafone-uses-incentive-marketing-to-acquire-customers-in-uk-broadband-m-e2dba288be67/ --- description: Vodafone used incentive marketing to acquire customers in the UK broadband market, with a focus on digital incentives such as gift cards. title: Runa Case Study: Vodafone Uses Digital Incentives for UK Broadband Acquisition image: https://giftcard.news/images/social/v1/runa-case-study-vodafone-uses-digital-incentives-uk-broadband-acquisition-a84a5637129910e15039504830c9c315.jpg --- 1. [Home](https://giftcard.news/) 2. [Gift Cards](https://giftcard.news/gift-cards/) # Runa Case Study: Vodafone Uses Digital Incentives for UK Broadband Acquisition Vodafone used incentive marketing to acquire customers in the UK broadband market, with a focus on digital incentives such as gift cards. By [Oliver Reed](https://giftcard.news/author/oliver-reed/) January 14, 2021 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fvodafone-uses-incentive-marketing-to-acquire-customers-in-uk-broadband-m-e2dba288be67%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%20Case%20Study%3A%20Vodafone%20Uses%20Digital%20Incentives%20for%20UK%20Broadband%20Acquisition "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fvodafone-uses-incentive-marketing-to-acquire-customers-in-uk-broadband-m-e2dba288be67%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%20Case%20Study%3A%20Vodafone%20Uses%20Digital%20Incentives%20for%20UK%20Broadband%20Acquisition%20https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fvodafone-uses-incentive-marketing-to-acquire-customers-in-uk-broadband-m-e2dba288be67%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Vodafone: Customer Acquisition in the Telecom Sector](https://giftcard.news/images/variants/v1/runa-case-study-vodafone-uses-digital-incentives-uk-broadband-acquisition-customer-telecom-w650.webp) Photo: Source: runa.io [Vodafone](https://giftcard.news/company/vodafone/)'s use of digital incentives in UK broadband shifted from acquisition volume toward customer lifetime value, according to a case study dated January 14, 2021 on [Runa](https://giftcard.news/company/runa/)'s site. The account features [Cai Mullins](https://giftcard.news/person/cai-mullins/), then Vodafone's Head of Affiliates and Partnerships. The case study identifies Mullins' remit as promoting Vodafone through affiliate and third-party websites, following three years at [BT](https://giftcard.news/company/bt/) working on digital sales. It discusses how incentives fit customer acquisition in a market where providers often make similar claims about their services. The account places the campaign approach in the context of Vodafone's expansion beyond its established mobile business into home broadband and other services. It presents customer segmentation and differentiation as important to that work. The company welcomed new regulation introduced in May 2016 to standardize the way fixed broadband pricing is advertised, which gives customers greater transparency and sets a level playing field for all competing providers. This regulation changed the way companies positioned their offerings, and incentive marketing became important, with providers appreciating how digital incentives could differentiate themselves from their competitors and attract customers at scale. The source describes Vodafone using cash discounts, bundles and physical gifts alongside digital incentives. It argues that a relevant reward brand can strengthen an offer and describes a shift toward using incentives throughout the customer journey, including retention and upselling. The article provides five tips for incentive marketing in the telecoms industry, including differentiating offerings through product differentiation, segmenting the market into personas, and using seasonal offers. It also recommends incentivizing existing customers, as well as new customers, and having due diligence and processes in place to prevent fraud. The practical examples include giving recipients a choice of reward brands and matching seasonal offers with the occasion. The account recommends collecting campaign data and maintaining processes for verifying claims as programmes scale. ## Sources and documents ExpandCollapse * [Vodafone: Customer Acquisition in the Telecom Sector](https://runa.io/blog/vodafone-customer-acquisition-in-the-telecom-sector-2020?utm%5Fsource=giftcard.news) — runa.io ## In this article ### Companies * [BT](https://giftcard.news/company/bt/) * [Runa](https://giftcard.news/company/runa/) * [Vodafone](https://giftcard.news/company/vodafone/) ### People * [Cai Mullins](https://giftcard.news/person/cai-mullins/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fvodafone-uses-incentive-marketing-to-acquire-customers-in-uk-broadband-m-e2dba288be67%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Runa%20Case%20Study%3A%20Vodafone%20Uses%20Digital%20Incentives%20for%20UK%20Broadband%20Acquisition "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fvodafone-uses-incentive-marketing-to-acquire-customers-in-uk-broadband-m-e2dba288be67%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Runa%20Case%20Study%3A%20Vodafone%20Uses%20Digital%20Incentives%20for%20UK%20Broadband%20Acquisition%20https%3A%2F%2Fgiftcard.news%2Fgift-cards%2Fvodafone-uses-incentive-marketing-to-acquire-customers-in-uk-broadband-m-e2dba288be67%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Oliver Reed](https://giftcard.news/images/variants/v1/oliver-reed-editorial-portrait-w320.webp) About the author ## [Oliver Reed](https://giftcard.news/author/oliver-reed/) Journalist — Industry Deals & Research Oliver Reed covers industry acquisitions, investment and market research for Gift Card News. From reading to building ## Your next move in gift cards. Tell us what you’re building. We’ll help you explore suitable providers. 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