A Silver Award in the category “Customers at the Heart of Everything™”, for our Lyft/Lab web experience project for BAT. A concept that puts consumers at the heart of R&D, it enables them to give feedback and ideas on our nicotine pouch flavours and brand elements. Using gamification, the concept drives co-creation and dynamically engages with customers through exclusive offers and experiences to drive brand loyalty and retention.

We also picked up a Bronze Award in the “Digital Transformation” category for a CX reset project for BAT’s UK pilot and roll out to 15 markets for their Vuse, glo and Velo websites.

The awards recognise the people and organisations delivering excellence in CX and it celebrates the incredible work done by CX professionals all over the world.

Rachel Smith, Head of Customer Experience at WTC, said: “No other awards programme judges entrants with such high levels of scrutiny. Having been shortlisted from our written entry, we were then judged via a live presentation. So we are delighted to have been recognised for our achievements in both Digital Transformation and Customers at the Heart of Everything. Picking up two awards which are considered to be the highest accolades in the world of customer experience is amazing and I’m very proud of our joint BAT-WTC team!”

Chris Francis, Global Head of eCommerce Development at BAT said: “It’s fantastic to now have 15 markets across the globe on a best in class, consistent web experience! Thanks to our partner Wunderman Thompson Commerce for their strong partnership and leadership. Your resilience and determination to help deliver such a large scale, complex project was appreciated!”

Justin Daich, Head of Digital at BAT North Western Europe, commented: “With Lyft/Lab we have truly put customers first, using digital platforms in an interactive way allow our consumers to co-create our new flavours and bring Lyft modern oral products to life

Our client, BAT, is a leading, multi-category consumer goods business with a purpose to build A Better Tomorrow™ by reducing the health impact of its business.

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