I have to admit it, I don’t use comparison sites that much when buying insurance. I usually get a few rough ideas then call the specialists. Maybe that’s down to my choice of cars but either way something deep down in my sub conscious restricts me from buying through the aggregators.

Since working in the Insurance industry for the last 9 months though has really opened my perceptions up as to their purpose and value to a) customers and b) the Insurance providers.

From an insurance perspective a commission or fixed rate is paid to the aggregator based on a sale. This is ok so long as the customer keeps the policy and becomes a loyal customer, something which is quite hard to achieve these days, especially with so many comparison sites available. There in lies a problem, it’s a catch 22 for the insurance company. They pay the aggregator and 12months down the line the customer goes back to the comparison site to try again, potentially the the insurer could pay out again for the same customer. Don’t get me wrong though the premium usually covers this very nicely but it’s just one of those backwards scenarios and the people that win the most are the comparison sites.

But that’s not the main purpose of this post, what i’d like to draw attention to is the latest Compare the Market campaign where the customer, after purchase, can register at meerkovo.co.uk to receive a cuddly Meerkat toy. The UK market has gone crazy for this as the brand has developed it’s meerkat connection. Working for an pet insurance provider we have certainly felt the affects of this latest marketing campaign.

But why would anyone be interested in a toy? Oh but it’s so much more than a toy its a customer experience, prolonging the wait and involving the customer so that when they come to renewal Compare the Market are the first to be remembered.

The user experience comes in the form of a subdomain website dedicated to the meerkats and the toys. After completing the form the user is presented with a personalised video message from the meerkats (see below). The next clever bit is a meerkat toy tracker which will track your toy all over the world before it arrives. This is accompanied by regular emails engaging the user further and with more funny little videos.

Could this be a clever marketing ploy to maintain demand by delaying delivery, which also gives CTM additional security? I think so, but it doesn’t really matter and it’s funny that in any other industry customers would be complaining that their free gift hasn’t arrived blah blah blah, but with the meerkats it’s almost just as entertaining seeing your toy’s journey throughout europe which only heightens the element of suprise when it does finally arrive. Maybe delivery scam is a bit of strong term to use, but does it even really matter? Meh! I don’t mind if it takes 4 weeks to arrive so long as i’m getting entertained. Simple

I’ve just purchased home insurance so i’ll let you know when it arrives i’ll also keep updates as to where it is currently as it ventures to the UK.