Founded in 1920, Hornby Hobbies is one of the oldest hobby and toy companies in the UK, spanning model railways, slot car racing, die-cast models, and plastic model kits. Today, Hornby owns 14 collectible brands like Scalextric, Humbrol, Airfix, Corgi, Lima, Jouef, and more. These brands are now united under one loyalty program, Hobby Rewards.
Using Antavo’s technology, the Hornby Hobbies loyalty program was created to reward loyal customers and simultaneously provide the best possible experience. Loyalty members can now enjoy all the benefits of the Hobby Rewards program in-store as well by using their digital loyalty card across all existing and future Hornby Hobbies locations.
Are you looking to launch your own unique loyalty program? Our handy concept-building worksheet will guide you through the most important steps!
The Story Behind Hobby Rewards
A company built on a passion for model railways, Hornby Hobbies wanted to reward its community for their hobby. As such, they wanted a loyalty program that expresses the spirit: “It’s not an expense to spend on your hobby.”
To achieve this noble goal, the company designed a system in which customers are rewarded for both transactional and non-transactional activities and where monetary and partner benefits bring a true sense of delight and wonder to loyal customers.
In addition, they wanted an eco-friendly, real-time-updated solution that shoppers could use every time they were at the store or made a purchase online. They were looking for a powerful platform to enable and encourage repeat visits and elevate customer satisfaction. And that’s when Antavo pulled into the station.
The Hobbie Rewards Loyalty Program in a Nutshell
Hornby Hobbies chose a simple and approachable mechanism for its loyalty program. Customers earn 10 points for every £1, $1, or €1 they spend. The collected points can then be spent on rewards or used as cashback: each point is worth 1 pence or 1 cent, meaning that Hornby Rewards members get 10% of their money back with each purchase.
What makes the Hornby Rewards membership truly inspiring is the program’s extensive list of partner rewards — all of which are special experiences. Those who join the community are treated to both free and points-based perks, like an entry to the Silverstone Museum, a better deal for joining the Rail Raider Club or a discount to booking a private party at Trainmaster.
Wanting to engage with customers bot online and in-store, Hornby Hobbies utilizes Antavo’s Mobile Wallet module All they have to do is access the initial welcome email, scan the QR code, and install the Hobby Rewards in their trusted native Wallet application.
Thanks to the digital loyalty pass, the company is able to connect the online and in-store customer experience through the digital loyalty card. They can also send push notifications, easily track in-person member activity, and trigger messages when they are near a partner store, due to advanced geolocation. All of this plays a significant role in elevating personalization, customer satisfaction and encouraging repeat purchases.
Outstanding Results
Ever since its introduction, Hobby Rewards has become an authentically compelling offer to customers.
Enrolments and transactions are on a high:
- 4,039k opt-ins per month on average
- 52% of transacting members have made one purchase
- 48% of transacting members have completed multiple transactions
- 2.87 is the average purchase frequency for members
- 13% increase in the total number of transactions in 2024
Rising redemption rate and raving recommendations
- 196,876,678 total earned points since the launch
- 58% of the earned points have been redeemed
- 59% of members are likely to recommend Hornby Hobbies to others
I think Antavo as a platform has been amazing. I was able to look under the bonnet, test out the various features in the Sandbox area, and see for myself how many things Antavo’s technology can do. Most of the time, when I asked myself, “Can Antavo do this?” the answer was yes! And despite all the mechanics that came with launching the program, we could quickly get it running.
Antavo’s Technology Behind the Hornby Hobbies Loyalty Program
Aiming to enhance the in-store customer experience through a familiar and easy-to-use digital solution, Hornby Hobbies introduced its refined Digital Loyalty Card with Antavo’s Digital pass system behind it. The Card, integrated into users’ Mobile Wallets facilitates real-time visibility of loyalty points and personalized member-only messaging.
This approach fosters a stronger connection between customers and their hobbies, enriching the overall customer journey and positioning the retailer as a leader in delivering exceptional omnichannel experiences. It also acts as a critical part of the company’s 2024 retail strategy, which is focused on testing and learning, at speed, the growth drivers that link the lived experience with their online commerce.
In Conclusion
The Hobby Rewards loyalty program, powered by Antavo’s technology, has successfully engaged customers and boosted transactions through a fun and engaging loyalty program.
Are you interested in revamping your loyalty program, too? Get in touch with our experts by booking a demo to see our platform’s capabilities or sending us an RFP.
And don’t forget to download our worksheet on concept building!
Zsuzsanna is a Loyalty Specialist with years of experience in digital marketing and e-commerce. Zsuzsanna is known for having an analytic approach and high-level communication skills, helping her deliver engaging content. In her free time, she enjoys watching Formula 1 and listening to endless Taylor Swift playlists.
