How Giffgaff’s alternative take on loyalty is ‘saving the brand a fortune’

Community is king at Giffgaff. Since launching in 2009 the mobile network has rejected the idea of locking customers into lengthy 18-month contracts, preferring instead to create a community powered by “members” hungry for a different kind of mobile model.
“At the time there was a new audience emerging that was underserved by established players,” explains marketing and experience chief Ash Schofield, who joined Giffgaff in 2013 from his role as head of marketing at Tesco