LOYALTY MAGAZINE APRIL 2020

The art and the science of loyalty

IAIN PRINGLE EXPLAINS – PAGE 12

PLUS guest articles

from Andrea Burchett
and Courtney Wylie
News, Research View the Shortlist
Prime sponsor
LOYALTY MAGAZINE APRIL 2020 CONTENTS 3

The Shortlist

8
Contents
To subscribe to Loyalty Magazine: 5 COMMENT
Go to www.loyaltymagazine.com
and hit subscribe. Alternatively, call 7 TRENDING
subscriptions: +44 (0)1572 820088 or • Discounter begins European
email: subscriptions@cm-media.net loyalty roll-out
• Stock Exchange & trading desk
Loyalty Magazine is published by acquire loyalty firm
McIntosh Media Ltd
• Accor launches new campaign
3a Market Place,
at the tennis
Uppingham,
Rutland 8 TRENDING
LE15 9QH, UK
• Points gifting option added to
Tel: +44 (0)1572 820088
Russian bank loyalty
Editor Annich McIntosh • Fuel savings top list of drivers for
email: amcintosh@cm-media.net convenience store loyalty
• 7Rewards passes 25 million
member mark
Advertising and subscription
enquiries: Evie Robinson
9 TRENDING
email: evie@loyaltymagazine.com
Tel: +44 (0)1572 820088 • Foot Locker consolidates loyalty
programmes
Design: Sally Marshall • Hotel loyalty @home
• Fraud concerns raise lid on an
ISSN 1354-5868 expensive cost of business
21
10 TRENDING
• Community key to encouraging
customer positivity
• Covid-19 – Rules for growing
customer loyalty
11 TRENDING
• Reviews, discounts and photos
top three drivers for DTC brands
• Stores in rush to cater for
growing vegan army
12 THE LOYALTY FORMULA
• Article by Iain Pringle with
contributions from Crispin
Rogers, Chuck Ehredt, Matt
Norbury and Gabi Kool
16 SEEKING LOYALTY
NUGGETS
• Article by Andrea Burchett
19 ETHICS, TRANSPARENCY
AND TRUST
• Article by Courtney Wylie

21 THE LOYALTY
MAGAZINE AWARDS
2020 SHORTLIST
2019
NOVEMBER
LOYALTY MAGAZINE

2019:
LOYALTY SURGERY
COVERAGE
OF THE
centre stage
Emotions take

www.loyaltymagazine.com
ed
al deconstruct
Mobile:Soci
Sky case study

12 19
points?
The end for
:
TRENDS & RESEARCH
Where to next?
s
Call for entrie 2019
Magazine Awards
from The Loyalty
the photos
Don't miss 13/02/2020
15:37

1
LM24_D.indd

Loyalty Magazine LinkedIn

Loyalty Magazine.com

@LoyaltyMagazine
@LoyaltyMAwards
@LoyaltySurgery

www.theloyaltymagazineawards.com

www.theloyaltysurgery.com

APRIL 2020 Loyalty Magazine

 Helping employers fight climate change with Eco-points
1 2
Reward &
recognition
So how does it work?
Epoints (Eco-points) is adapting to the climate
crisis by becoming a vehicle to help fund
eco-projects.
Employees using the platform will still benefit
from amazing savings online but will now be
able to use some of these savings to fund
eco-projects. Example projects include giving
points to plant trees.
www.epoints.com
Look after your people,
look after the planet
As a popular employee reward scheme, with
nearly 1 billion epoints awarded, we understand
it’s our responsibility to give back. We also believe
that the greatest challenge in the world today is
Climate Change and that everyone can play a
part in addressing the effects.
We’ve become the first reward and recognition
provider to align its purpose to combat climate
change. Helping employers and employees take
simple steps to make a real difference.
3
Save employees Help
money the planet
Eco-points: a simple and powerful way for our
members to make a big difference in the fight for a
cleaner, greener and lower carbon future.
To reflect our own commitment to this vital initiative,
we’re also donating 5% of our profits to fund the
same eco-projects.
“We believe with enough employers and employees
taking small actions that big things can happen.”
Matt Norbury, CEO, Epoints.

Annich McIntosh
Editor, Loyalty Magazine
Making use of this time to think
T he world is changing at lightning
speed, and it is difficult not to be
obsessed by the latest coronavirus news
and the consequent economic chaos it is
creating.
In the light of this unprecedented silent
attack, much will change. But what is
becoming increasingly apparent, is that
loyalty remains a vital component – both
now and in the future. Chains offering
free coffees to health workers and delivery
Prime
sponsor
Category
sponsors
EDITOR’S COMMENT
drivers; hotels offering their premises for
overflow hospital wards; firms standing
by their employees as long as they can.
These gestures will be remembered.
We will come through this, and when
we do, those brands that have used this
imposed period of thinking and planning,
together with effective marketing and
customer communication to raise their
game, will be best placed to hit the
ground running. Especially
if they have been kind,
supportive and present.
Customer loyalty
remains vitally important
to our customers, and
to the workings of the
economy. Those companies
doing it well are already
using their loyalty
programme networks to
communicate to customers,
provide information and
to reassure about stock
deliveries and continuity
of services.
A spirit of community
is growing, as
neighbourhood groups
are created to look after the
vulnerable and old – and loyalty
programmes can help here too, in
multiple ways.
The next edition is bound to have some
focus on which brands stood out during
this testing time, and the 2021 Loyalty
Magazine Awards are likely to include
some best practices in a crisis too.
5
For this edition, we celebrate
the Finalists for the Loyalty
Magazine Awards 2020 and
showcase the entries that
have made it through to the
final stage of this important
celebration of loyalty
excellence, innovation and
often sheer brilliance.
Browse the description of the entries,
and if you have time, follow up by
looking in more detail at their loyalty
programmes. There are some fantastic
examples of loyalty done well. Then have
a read through our selection of research,
opinion, reports and news. We focus in
this edition on the economics of a loyalty
programme and analyse how a good
customer initiative is a mixture of science
and art, of rational approach together
with emotion. It is what makes customer
loyalty such a fascinating subject.
We hope you keep well, and look
forward to welcoming you to the 2020
Loyalty Magazine Awards Gala evening
– whenever that will be. And in the
meantime, make sure you read all the
latest content at www.loyaltymagazine.
com. We are working especially hard to
bring you thought leadership, alternative
points of view, research and information;
to keep your brain active and your
creativity flowing. Remember, this won’t
last for ever, and when it is over, the
strong will get going – fast.
Platinum
sponsor
APRIL 2020 Loyalty Magazine
 MAKE LOYALTY ENGAGING
m—wise creates omni-channel loyalty programs and engaging customer
experiences for leading brands worldwide.

Our Loyalty Cloud solution can help you build a loyalty program that perfectly
fits your wants and needs. As a Salesforce partner, we can also help you take
loyalty to the next level with Salesforce Marketing Cloud.

Discover what m—wise could do for you: www.m-wise.eu

www.m-wise.eu

MAKE LOYALTY ENGAGING | +31(0) 20 344 95 50 info@m-wise.eu


Significant programme with interesting future
– Loyalty Magazine comment
Discounter begins
European loyalty roll-out
A cross mainland Europe, saving
vouchers towards the price of a special
purchase is a major form of loyalty. Often
called short term loyalty programmes, the
goods offered range from children’s toy
collectibles through to casseroles, crockery
and even power tools. Mostly, the vouchers
are paper, with a lack of individual shopper
information being gained.
First country to take part in the
programme is Belgium where Lidl has
equipped 305 outlets with free Wi-Fi to
facilitate the use of Lidl Plus. Prior to the
customer launch, Lidl tested the service
with store employees for five
“The application also includes other
services such as the digital receipt of
checkout tickets, access to promotional
brochures and a store locator.”
Marketing
Lidl will be using the app for marketing as
well as the collection of loyalty vouchers.
Customers will receive a digital scratch
card with various benefits after each
purchase. They can also claim a maximum
of €10 extra discount per week with Lidl
Plus coupons.
The Lidl Plus app will work on iOS or
Android. After download, a shopper
registers with personal details and
favourite Lidl store. The app generates a
customer number and QR code for each
customer, which can be used at checkout
Accor launches new campaign at the tennis
A ccor used the Australian Open tennis competition to launch a new campaign for its
Live Limitless loyalty programme.
Launched last May, Accor Live Limitless (ALL) is the successor to Le Club, and aims to
encompass all parts of a members life, including work, exercise and play. As well as the
are more than 5,400 properties with the greatest concentration in Europe and Asia. Within
the Accor group, there are 50 different brands, ranging from budget to five star.
counters to activate discount coupons.
“For example, a family with young
children will receive specific information
and coupons for milk or diapers through
Lidl Plus.”
Europe-wide plans
Lidl Plus is a European project: the virtual
loyalty card was launched in Germany at
the beginning of 2019 and has since been
rolled out to Austria, Spain, Denmark,
Poland and, for some months now, the
Netherlands.
Loyalty Magazine comment:
This is not the most imaginative loyalty
programme but it is significant in several
ways. It is an initiative from one of
the highly price competitive discount
supermarkets, it is an attempt by Lidl
to learn more about – and market
to – individual customers and it is a
technologically sophisticated mobile
programme that links to store check-outs
and can evolve over time. Lidl’s Thomas
De Ganck, head of digital & innovation,
has already referred to ‘Lidl Pay’ and
personalised offers as some of the future
initiatives. With wi-fi in stores there is
potential to use artificial intelligence and
augmented reality to track customer
journeys around the store – especially
along that all important centre aisle. This
is a programme worth watching.
almost compulsory ‘money can’t buy
experiences that pop up in every hotel
loyalty programme. At the Australian
Open, Accor offered photo opportunities
with the trophy, behind the scenes tours
and the chance to meet leading players.
Accor is very much a European brand,
with only 120 properties in North
America, which is an unusual mix for a
hotel group.
In the rest of the world however, there
7
Trending
GAME
CHANGERS
Stock Exchange
& trading desk
acquire loyalty
firm
T he Intercontinental Exchange
(ICE), owner of the New York Stock
Exchange (NYSE) and newly launched
digital asset trading desk Bakkt, are to
acquire loyalty programme provider
Bridge2 Solutions.
After the deal has been finalized (the
terms of which have not been shared
publicly), the firm will be acquired by
Bakkt, the digital currency-focused
venture from ICE, later during this
quarter. According to a press release,
Bakkt will use funds raised from its Series
B investment round to close the deal.
The transaction follows Bakkt’s recent
acquisitions of Digital Asset Custody
Company and futures commissions
merchant, Rosenthal Collins Group.
Bakkt is now widely-known for its
financial products for institutional
clients, including its Bitcoin (BTC) options
and futures products. The firm also has a
consumer-facing product that’s currently
under development which will serve as
a virtual wallet for a wide range assets,
such as cryptocurrencies, rewards, and
various in-game digital tokens.
Bridge2 is used to manage loyalty
rewards solutions for vendors and
financial institutions with a total of
$60 billion in reward points, according
to Fortune magazine. As part of the
acquisition deal, Bakkt says it will be
leveraging Bridge2’s current merchant
relationships to develop its own
consumer-focused app.
With Bridge 2’s pilot initiative, called
Loyal Pay, vendors can choose to connect
their payment process directly with
Bakkt’s app. This helps merchants to
avoid paying banks a 2.5% interchange
fee. Instead, they are able to issue their
own online credit cards which display
their brand names, and the platform
converts rewards into cash for their users.
Bakkt says it will be charging a nominal
fee for taking care of the trading
between reward points and cash,
however, the fee will be a lot lower than
the interchange fee that vendors need to
pay right now.
APRIL 2020 Loyalty Magazine
8

Trending Fuel savings top list of drivers

GAME for convenience store loyalty
CHANGERS

F uel savings, free wi-fi access and

promotions are among top drivers for
Points gifting loyalty programmes according to a new
US report.
option added The report concluded that consumers
really value their fuel based loyalty
to Russian bank programmes, with 66% belonging to at
least one, and cents per gallon savings
loyalty the most powerful consumer motivators
especially if there is instant redemption.
But consumers prefer loyalty
programmes that are easy to use and
provide everyday value, says Brandon
Logsdon, president and general manager
of Marketing Cloud Solutions at PDI who
compiled the report.
Four key findings from the report were:
1 Loyalty programmes that offer
fuel savings are most popular.
66% of consumers belong to loyalty
programme offering these rewards, a
12% uptick since the 2015 inaugural
survey.
2 Most millennials and Gen Xers prefer
fuel savings. 69% of Gen X (aged 35-
44) and 67% of Gen Y (aged 25-34) cite
fuel savings as their preferred loyalty
currency.
3 Mobile’s popularity has doubled
in less than five years. Consumers
citing mobile apps as their preferred
redemption channel jumped to 44%,

R ussian Sberbank has amended

its loyalty programme to make it
possible for users to transfer or gift loyalty
Members of a fuel loyalty programme
points to each other.
The Spasibo loyalty programme from
Sberbank is tiered and under the new
rules all members apart from those on
more than double the percentage
of 2015. In that year, only 20% of
consumers surveyed said mobile
mattered.
4 Retailers struggle to leverage data.
Gen X Gen Y An overwhelming 75% of retailers
(aged 35-44) (aged 25-34) surveyed collect consumer data from

the lowest privilege level will be entitled
to transfer points from February 1, 2020.
The feature will be available via a
completely new Spasibo by Sberbank
platform, which brings together the
mobile app, website and all the loyalty
programme portals in one omnichannel
interface. The points transfer service will
be available via a new mobile app Thank
You X and on the updated website also
from next month.
Points are transferred by inputting a
recipient’s phone number and the amount
of Spasibo points using the transfer section
of the app or website. The points will be
credited instantly. There is a transfer limit
of 50,000 points a month per recipient.
Andrey Pisarev, CEO, Operator of the
Thank You by Sberbank Programme said:
“The reward points transfer is a service
our clients have been increasingly asking
us to implement, so we did it. This is more
than a convenient option, it’s a unique
feature to save up Spasibo points for a
large purchase together.
>> LOYALTY IN BRIEF <<<<<<<<<<<<
Points value
Loyalty memberships worldwide, including
in the airline, hospitality and retail sectors,
will reach 5.5 billion this year, according
to the e-commerce fraud prevention
company Forter. Because around 45%
of loyalty accounts are inactive, they are
especially vulnerable to attack.
69% 64%
loyalty programmes, yet only one third
(34%) use the information to attract
new customers.
passes
25 million member mark
Company expands fast food range
M embership of the Loyalty Magazine Award winning 7Rewards loyalty programme
has almost tripled in the last two years from 9 million to 25 million members.
Membership growth has translated into increased store visits and a larger, more loyal
customer base for the world’s largest convenience retailer.
Joe DePinto, 7-Eleven President and CEO said: “7Rewards members visit our stores more
often and spend more when they shop. That means increased store traffic for franchisees
and our corporate stores – an added eight customers per store each day.”
7Eleven operates, franchises and/or licenses more than 69,000 stores in 17 countries,
including 11,800 in North America.
>> LOYALTY IN BRIEF <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
Mandate to grow First Citizen loyalty programme
Former marketing head at Marks & Spencers Debasish Gupta has joined
Shoppers Stop to head its marketing, loyalty and analytics division.
Shoppers Stop is India’s largest department store chain.
Gupta replaces Vinay Bhatia, who moved to rival Future Group a few
months ago.
Gupta’s mandate is to expand and grow the First Citizen loyalty
programme and create revenue growth through big data and analytics
initiatives. He said, “Shoppers Stop has a rich legacy in the department store format
spanning over 25 years and it is now on the cusp of pivoting to an omni-channel retailer.
I’m excited to join the company at this inflection point in its journey.” Gupta has also
worked with Godrej, Tata, Mahindra and Landmark.

Loyalty Magazine APRIL 2020

 TRENDING 9

Foot Locker consolidates Hotel loyalty

loyalty programmes
F oot Locker Retail, the US sportswear
and footwear retailer which operates
in 28 countries is to combine its eight
loyalty programmes into one.
While its original loyalty programme
called VIP has been consistent and
successful over the past 10 years, the
company has grown from a single retailer
to a portfolio of brands that includes
Champs, Eastbay, Footaction, Lady Foot
Locker and Kids Foot Locker. All have had
individual loyalty programmes associated
with them which operate independently
of each other.
The eight programmes will now be
unified into a new loyalty system that
encompasses every Foot Locker brand,
across the 28 countries in which the
company operates.
To be called FLX, the new universal
loyalty programme was developed over
the last two years by Hope Tannenbaum,
who was hired by Foot Locker as head of
CRM, loyalty and research, specifically to
retool the company’s loyalty situation.
Customers will be able to earn points at
any Foot Locker store or at any of its other
banners. Berger said FLX may eventually
expand to other Foot Locker investments,
as well. They can redeem points in a
single, central online rewards center.
More points earned will put customers
into higher tiers with better rewards to
redeem.
“We know our most valuable customers
are the ones who shop across all our
brands, but we haven’t really done
anything to encourage that behavior until
now,” said Jed Berger, CMO of Foot Locker.
According to Berger, FLX is just the start
of more intra-brand projects in the future.
Fraud concerns raise lid on an
expensive cost of business
The consolidation of loyalty programmes
across all divisions and brands of a
company is not a new trend.
Other multi-brand initiatives
In April Ascena Retail Group launched ALL
Rewards, which enables members to earn
and redeem perks across its five banners:
AnnTaylor, LOFT, Lou & Grey, Ann Taylor
Factory and LOFT Outlet.
“We have a great ongoing dialogue with
clients and associates and we know our
client wants choices, convenience, fashion
and the freedom to define her style,
her way,”
said Laura
Jacobs, chief
marketing
officer,
premium fashion segment, in a
statement at the time.
Gap over the last year has been testing
its Bright programme in California,
Atlanta and Dallas-Fort Worth that
enables members to earn points across its
banners, although it recently announced
plans to spin off Old Navy.
TJX Cos. also has a rewards program me
extending across banners and Williams-
Sonoma introduced a multi-banner
programme in 2016.
Previously, US companies owning
multiple banners — including Macy’s,
Hudson’s Bay, Abercrombie & Fitch, L.
Brands, Urban Outfitters, Ascena Retail
Group and Walmart — have run separate
rewards programmes for each banner. As
technology advantages enable greater
flexibility and connectivity, so more brand
groups are expected to make savings and
loyalty gains through rationalisation.
@home
N ordic Choice Hotels, one of the
largest hotel groups in Scandinavia
with 200 properties, has begun a pilot
of the project called “Hotellkänslan,” or
“Hotel Feeling” in English.
Since October,
it has invited a
small number
of members of
its Nordic Choice
Club loyalty
programme that
live near the
Clarion Hotel Amaranten in Stockholm
to have housekeeping services in their
homes with duvets, sheets, pillows,
towels and luxury bathroom products
provided by the hotel.
Nordic Choice Hotels has about
two million members in its loyalty
programme. The @home pilot has been
used by about two dozen members who
live near the Clarion Hotel Amaranten,
but the company has a waiting list of
people from throughout Scandinavia
that are interested in participating once it
expands.
“We have been thinking what would be
the next step for our industry and what
can we do with our guests especially
around loyalty,” says Christian Lundén,
director of future business at Nordic
Choice Hotels.
“We realized we are spending quite a
lot of time focusing on the guest nights –
loyalty in our programme is built on how
many nights you spend with us. But that’s
a very short time of a guest’s everyday
year that we are actually in contact with
them.
“If our most frequent guests are visiting
us maybe 60 days a year – that’s a great
frequent guest – what happens with the
other 305 days? How can we become
a bigger part of our guest’s life in their
own town and not just when they are
traveling?”

A surge of stories in consumer media about the theft of both loyalty points and data is
helping to focus industry minds on the security of programmes.
While some would argue that fraud and points theft is a cost of business, and one that is
During the pilot, Nordic Choice has
partnered with a local housekeeping
startup, L2Go, which is providing an app
factored into the financials, a recent spate of high profile cases are turning the spotlight on that loyalty members use to schedule
the danger to the consumer of points theft and the cost to a business. their cleaning and the staff to do the in-
In the UK, Tesco had to issue new cards to 600,000 members of its Clubcard loyalty home work.
scheme after discovering some accounts had been compromised. Along with the cleaning and products,
The supermarket chain said attackers attempted to gain access to Clubcard accounts subscribers earn loyalty points and
using a database of credentials stolen from other platforms. receive two vouchers for free breakfast at
Tesco says all Clubcard members potentially affected by the incident have been informed the hotel and discounts for meals in its
via email. Although the hackers were thought to have had some success, no financial restaurant.
information was exposed in the incident and Tesco’s systems have not been attacked, the Future plans may include other benefits
company added. such as the provision of packed lunches.

APRIL 2020 Loyalty Magazine

 10 RESEARCH
Community key to encouraging
customer positivity
9,000 people across 9 countries
surveyed in January 2020
H ave you ever heard of the brand Etsy?
Your customers have, and they voted
it top for CX in the 2020 experience
survey.
The Best Brands and Industries for
Customer Experience 2020 report from
Brandwatch makes for interesting
reading. Absent are the big names and in
come some unexpected additions with
global lifestyle marketplace Etsy hitting
the top spot.
The top brands
for CX 2020
Source: Brandwatch
Consumer Research
(Jul – Dec 2019)
1 Etsy
2 MTV
3 Sephora
4 Four Seasons Hotels
5 Dior
6 Gamestop
7 Kia
8 Wendy's
9 Chanel
10 Dove
Brandwatch says it “analysed over 200
million online conversations and surveyed
thousands of people worldwide to find
out which brands and industries offer
best-in-class customer experiences.
Here again there is a strong call for
emotional engagement: “The modern
consumer doesn’t want passable
experiences – they want to be dazzled every
time they interact with a brand.
Which industries generate the most
positive customer experiences?
Industries with leisure products, like
hotels, fashion, alcohol, and TV tend to be
discussed far more positively than industries
like pharma, healthcare, and energy.
Loyalty Magazine APRIL 2020
Etsy comes out top for CX
Household goods
Compared to the other industries we
studied in our survey, global consumers
were most unforgiving when it came to
the household goods industry – 55% said
that after a bad experience they were
either unlikely or very unlikely to give a
brand a second chance.
Beauty
Consumers buying beauty products are
unforgiving, with 51.3% saying they would
either be unlikely or very unlikely to buy
from a brand again if there was a problem.
And women are far less likely than men
to give beauty brands a second chance –
54% said they were either unlikely or highly
unlikely to do so after a bad experience.
Vegan trends
Applied to a trending topic like veganism,
our above findings could spell trouble
for beauty brands that have slacked on
creating quality vegan products.
Covid-19 – Rules for growing customer loyalty
A prioritized strategic plan for supply
shortages as an essential part of risk
management is an effective response
and a means to cement customer
loyalty.
So suggests Jonathan L.S. Byrnes, senior
lecturer, MIT and chairman & founding
partner, Profit Isle.
He writes: “When shortages
materialize and increase, the whole
management team should become a
crisis management steering committee,
systematically and strategically guiding
the company through the crisis.
“The company emerges from the
crisis period with profits preserved and
customer loyalty increased. and with
sustained profit growth and market
positioning.
Brandwatch Project Manager Camille
Gerbaud has been studying vegan trends
in the cosmetics industry, finding a vocal
online community discussing the pros and
cons of vegan beauty products:
“The vegan cosmetics market has
matured. People aren’t satisfied just to
have a vegan mascara – they want a
vegan mascara from their favourite brand
that delivers on volume, length, and
durability. It’s not enough for brands to
release cruelty free items that don’t live
up to the standard of quality in the rest of
their product lines.”
Camille Gerbaud, Project Manager,
Brandwatch Media & entertainment
Of all the industries studied, media and
entertainment brands are most likely to
get messages on social media (publicly or
privately) when consumers aren’t happy
about something.
And those that said they’d reach out via
social media to a media or entertainment
brand were most likely to say they expect
a reply within minutes (when compared
to other ways of reaching out to media/
entertainment companies).
Looking at the gender split for how
people interact with media and
entertainment brands when there’s an
issue, men were more likely to go to these
brands in public (either in person in a store,
or publicly on social media), while women
were more likely to call or email.
Rules for Growing Customer Loyalty
“Much focus now is on immediate supply
chain issues, but the equally important,
longer-lasting challenge is managing
your customers through the crisis period
to maximize their long-term loyalty and
profitability,” writes Byrnes.
If you get this right, the upside is
enormous. If you get this wrong, you will
suffer the consequences for years to come.
Byrnes' five rules include prioritizing
customers by profitability and aligning
sales compensation with company
priorities, but Loyalty Magazine suggests
that social responsibility is proving an
extremely important customer loyalty tool.
Those companies helping medical and care
workers, the frail and the vulnerable are
clearly differentiating themselves.

Reviews,
discounts and
photos top
three drivers
for DTC brands
Social media integration and multiple
channel access prove key
C ustomers of leading direct-to-
consumer (DTC) brands in sectors
such as fashion and beauty say reviews
(76%), discounts (70%) and photos (61%)
are among the top factors prompting
payment decision.
According to new research, 63% say they
are more likely to make purchases from
brands whose websites integrate social
proof in the form of content from other
customers.
And while Voice is still a relatively new
channel, only one out of four (25%) of
DTC brand customers who were polled
say they are making voice purchases (5%
often and 20% sometimes).
The US study has been conducted by AI-
powered commerce experience platform,
Nosto, in collaboration with Yotpo, a
eCommerce marketing platform, and
Klaviyo, the owned marketing platform.
It is based on a survey of 1,100 US
consumers who have had a relationship
over the last 12 months with one of
50 leading direct-to-consumer brands,
mostly firms within the fashion and
beauty sectors.
Demand for multiple channels
interaction
The survey suggests that people generally
interact with DTC brands on multiple
channels (only 20% of the sample say
they stick with a single channel). However,
the most popular choice for digital
interactions is the brands’ own website
(53%) followed by email (12%) and social
media (11%). Very few shoppers care to
interact with the brands via their native
apps (8%) or through SMS or direct mail
(both 1%) while 14% say they like to
interact with DTC brands in-store.
With email a popular interaction
channel, 53% of consumers said they
received emails from DTC brands weekly
and 38% daily. Unsurprisingly, discount
offers (64%) are what motivates them
most to open emails from brands, with
valuable content (13%) coming second.
“Social proof, reviews, images and email
all need to feed into the overall goal of
making the shopping experience relevant
and easy for customers,” said Jim Lofgren,
Nosto’s CEO. “While the analysis suggests
DTC brands are having some success in
this, it also points to areas where more
can be done to improve relevance.”
Product recommendations: one in five
customers find they’re not relevant
Another way of creating relevance
is showing customers product
recommendations, whether they are
personalized based on the customers’
previous transactions or their online
behavior – or simply highlighting
products that are trending or among the
biggest sellers.
The majority of the brands in
the sample are using some type of
product recommendation – only 4%
of the customers say they do not see
recommendations from brands. 46% say
they notice product recommendations
on both the brands’ websites and via
email. However, one in five (21%) said
recommendations they are seeing are not
relevant.
Third of customers open to making
purchases via social media
Another important finding relates to
social media advertisements on Facebook
and Instagram, which many brands are
using to retarget people that have visited
their websites. 44% of consumers in the
poll say they notice brands advertising
relevant products on social media and
more than a third (35%) say they would
like to take this further and wanted to be
allowed to browse products and make
purchases via social media sites. 37%
of the sample were indifferent about
this development and only 28% gave a
definite no.
There is still a gap in continuing to be
more relevant and getting consumers
down the path to purchase" said Lofgren.
"A comprehensive multi-pronged strategy
works best."
11
Trending
COMPANY
RESEARCH
NEWS
Stores in rush to
cater for growing
vegan army
A n uncommon rush to provide vegan
options is taking place in restaurants,
coffee shops and supermarkets, driven
by an equally surprising stampede by
consumers to move away from animal
products.
In the UK, Waitrose reports sales of
vegan products are up 40%; convenience
food outlets are all offering vegan choices.
Greggs, which last year gained huge
publicity for its award winning vegan
sausage roll, attributes its healthy 2019
profits to vegan offerings which it claims
has caused queues to form outside stores.
In the US, Starbucks is offering oat,
almond and coconut milk alternatives in
1300 stores on a permanent basis. The
price differential between animal and
animal free is reducing.
So what will this mean in customer
loyalty terms going forward?
When it comes to marketing loyalty
programmes really come into their
own, ensuring through knowledge
of the member’s last shop, to avoid
offering meat to vegans, or a nut roast
to a meat eater. By being sensitive to
consumer trends, stores can differentiate
themselves but brands should tread
carefully. Burger King did themselves no
favours when they admitted they were
cooking veggie burgers on the same grill
as meat ones. In fact a vegan customer is
suing them.
APRIL 2020 Loyalty Magazine
12 FEATURE
The Loyalty Formula
The art and the science of creating a successful loyalty programme
Article by Iain Pringle
ROI =
Benefit (%influenced x %change x margin) + other benefits
Cost (total sales x %penetration x %reward) + operating costs
T he loyalty industry is changing quickly
yet the fundamental dynamics of
what makes a loyalty programme work
commercially has not changed since the
days of green shield stamps.
In these times of rapid change, it is
important to keep a clear understanding
of these dynamics if programmes are to
remain relevant and profitable.
Understanding the levers which drive
ROI from a loyalty strategy requires a mix
of art and science and can be described by
a simple formula (above).
Taking time to look at each of these
elements can help us understand why
traditional loyalty programmes are being
forced to change and why new fintech
solutions which make loyalty operations
seamless are not always the panacea they
often claim to be.
Costs
The costs in the formula above are the
scientific side of loyalty as they can be
easily measured and are defined as:
• Total sales: The total sales of the
company/category or business unit
associated with the loyalty programme.
• % penetration: The proportion of the
revenue that customers have received
a reward on. For mass market grocery
programmes or a national coalition
programme this number can be as high
as 80% while subscription programmes
may have a penetration of single digit %.
Loyalty Magazine APRIL 2020
• % reward: The proportion of revenue
which is returned to customers as a
loyalty benefit. In the case of traditional
loyalty programmes this is typically 1%
where customers earn 1 point per £1 or
$1 spent with each point being worth
1p or 1 cent.
• Operating costs: The costs associated
with building, operating and
administering the programme.
Benefits
Measuring the benefits is much more of
an art and can be defined as:
• % customers influenced: The proportion
of customers who receive the reward
and are influenced by it. A recent study
by Aimia showed that the proportion
of customers who claim that rewards
contributed to brand loyalty and
purchasing decisions varied from 30% in
Australia to as little as 25% in the UK.
• % behaviour change: The proportion
of customers who have received the
award that have been newly acquired or
Iain Pringle is a director and principal
Consultant at New World Loyalty using
his experience in strategy, analytics and
partnerships gained from working with
many of the world's leading loyalty
brands including Avios, Virgin Atlantic,
Nectar, Tesco, Waitrose, Shell, BP and
Delta Airlines.
the incremental change in spend at the
brand that has been driven as a result
of being influenced by the programme.
In the classic work by Fredric Reichheld
of Bain and Company his study
demonstrated that increasing retention
rates could increase profits by 25% to
95% through referrals, additional spend
and lower cost to serve. This number
can, however, be notoriously difficult the
measure for long running programmes
that are free to join but various methods
can be used to get a proxy number for
this assumption.
• % margin: The gross margin associated
with the sales that loyalty rewards have
been associated with.
• Other benefits: A catch-all for any
wider benefits such as higher customer
satisfaction plus any additional benefits
gained from a better understanding
of customers. More detailed business
models may also include lower cost
to serve and breakage and even saved
acquisition cost if a brand is required to
replace any lost customers with new
recruits. In recent years brands have also
benefited from the shareholder value
that can be derived from a loyalty
programme. Examples of this include
airlines where a report in 2017 showed
that United Airlines MileagePlus
programme was valued at $15bn dollars
which then was 80% of the entire value
of United Airlines at the time.

So how does this work in the real world?
U sing this formula in a traditional
retail loyalty model with 50% of
customers participating in a business
with 20% gross margin a programme
would roughly breakeven (formula below).
With economics this tight the business
case above would often be justified
internally by the additional benefit and
insight a company would gain from a
better understanding of customer data.
ROI =
Benefit (%influenced 25% x %change 25% x margin 20%) = £500k
Cost (total spend £100m x %penetration 50% x %reward 1%) = £500k
% influenced
Programmes have become less
effective as customers are harder
to reach and therefore influence
margin
Brands no longer need a loyalty
programme to collect customer data
operating costs
These have fallen for new programmes
but traditional loyalty platforms are still
expensive to operate
>> COMMENTS <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
T his article neatly illustrates how the
cost of rewards is a key variable in
determining a loyalty programme's ROI.
In Iain's example, he uses a flat 1% of
customer spend as a cost of rewards.
We believe that by providing members
with a broad choice of reward options,
including some with opaque or variable
perceived value, it is possible to lower
the average cost of rewards by 20% or
more. At the same time, a wider choice
of rewards makes the programme more
engaging, thereby increasing the %
of influenced members and the % of
change in behavior (the increase in sales).
Changing each of these variables has a
strong compound impact on the total
programme ROI.
Gabi Kool, LoyLogic
However, in recent years many of these
mechanics have come under threat.
The result of this has been that many
of the traditional loyalty programmes
with large penetration rates have been
forced to reduce the % reward given
to customers as their influence has
waned in a bid to rebalance the return in
investment.
other benefits
Retail margins are falling due to
competition from online retailers
A nother big challenge for loyalty
schemes stems from consumer
fatigue of having seen too many similar
programmes, constantly being asked at
kiosks or petrol forecourts if they have
a card already, would they like to join…
Differentiation is tough and aligning
with modern consumer beliefs is key to
developing a proposition that resonates.
This is why we’ve taken the decision to
define the E in Epoints as standing for
Eco and enabling our scheme members
to easily donate to eco-projects such as
planting trees.
This is also about putting purpose over
profit and donating 5% of the companies
profits going forward to the same eco-
causes.
Matt Norbury, Epoints
FEATURE 13
Annich McIntosh, Editor, Loyalty
magazine talks to Iain Pringle.
Q. When submitting this article to
Loyalty Magazine you admitted
that on first reading, it appears that
Customer Loyalty is not profitable, but
that it takes some “magic” and the
introduction of sentiment to make it
work. Can you explain?
A. In the example I used the model
breaks-even but the numbers I used
would be quite ambitious for some
industries – i.e. getting 25% of members
to increase sales by 20% at a margin of
10% could be a tough target in some
sectors. In industries where margins are
lower than 10% a loyalty programme
must work far harder at delivering a
return. This is where the “magic” comes in
by making the programme more targeted,
more effective or driving wider benefits
to the business that go far beyond a sales
uplift from members.
Q. Airline frequent flyer programmes,
when co-branded with credit cards
produce very large amounts of
revenue for airlines. How does this
model fit with your Loyalty Formula?
A. Airlines gain a profit from co-brand
cards because they sell points to banks
at a price that is far higher than the cost
of the points to the airline. This model
is, therefore, not really relevant to the
airlines but it is very relevant to the
banks that issue the points. The banks
are attracted to airline programmes
like moth to a light bulb because the
perceived value of a mile to the customers
who collect them is often far higher than
the cost (even after the profit the airline
takes) and this higher perceived value
often drives a disproportionate change
in behaviour. If you couple to this the
fact that frequent airline travellers tend
to be more affluent there is also the
opportunity to drive higher spend and sell
higher margin products and sevices.
Q. If Tesco executives had read your
article before launching Clubcard,
would they have proceeded?
A. The simple answer is yes. Nothing in
this formula is news to Tesco. In the book
"Scoring Points' it is clear that the team
understood these dynamics from the
outset.
Continued on page 14
APRIL 2020 Loyalty Magazine
14 FEATURE
The bottom line costs are clearly stated in
that KPMG estimated that the programme
cost $30m to set up, $5-10m per year to
operate and Tesco spent over £1 billion
on rewards in the first 8 years alone. Yet
it is what Tesco has done to gain a return
from the top line of the equation which
is most insightful. Tesco chose to invest
more in customers redeeming for rewards
outside Tesco as it knew from data that
these rewards were far more effective at
engaging customers and driving a change
of behaviour. It also recognised from the
start that to gain maximum benefit from
the programme it needed to deliver value
across the entire organisation. This is
demonstrated by the fact that in the year
before the launch of Clubcard, Tesco was
one of the biggest buyers of TV advertising
in the UK yet in the year after launch there
was no Tesco Christmas TV campaign as
investment in Clubcard communications
was far more effective.
Q. If it is now possible to collect
customer data without a loyalty
programme, is it still necessary to
offer rewards? If it is, what is the
benefit of a loyalty programme?
A. This is a great question and one
which all programmes should ask. Many
programmes today appear to offer little
or no benefit to the customer yet they
still have very high participation rates as
customers have been conditioned to take
up and use a loyalty card if it is offered
even if there is little or no benefit to them.
Such programmes may be effective at
identifying customers and providing a
channel to target them with offers at a
limited cost but they may be less effective
at driving behaviour change.
Q. Explain more about why it is
necessary to be selective in terms of
membership of a programme?
A. For a loyalty programme to be
profitable, the benefits on the top line
of the formula must exceed the costs.
In mathematical terms for this to work
most effectively programmes would
only accept customers who intended to
change behaviour for a reward. Clearly
this is not possible in the real world but
loyalty managers can manage this risk
by including “small hurdles” within the
process to constantly filter out the less
engaged. Tesco Clubcard is a perfect
example of this as customers consistently
rate the programme as simple to use yet
since the programme launched customers
have had to claim vouchers. This process
could have been simplified years ago but
it exists to filter out unengaged customers
Continued on page 15
Loyalty Magazine APRIL 2020
So what can brands do to counter this?
T he role of loyalty professionals is to
use our skills to influence the variables
in the formula to ensure that the number
on the top line of the equation exceeds
the number on the bottom. In this way
a well-designed loyalty programme can
produce a healthy return on investment
by applying the following principles:
1 Be selective: The most sensitive
element in the formula is the balance
between the penetration of the loyalty
programme and the % of customers
influenced. Put simply, programmes
should try to maximise customer
take-up while constantly filtering out
the less engaged. A good example of
how this can be done is Tesco Clubcard
which is a well loved and well used
programme in the UK but which
includes a series of small hurdles which
are deliberately placed in the customer
journey to ensure that only those who
are motivated by the reward go on
to claim it. As customer’s tolerance
of complexity changes over time
this balance needs to be constantly
monitored but simply offering a
seamless earn and burn processes into
the formula above will make driving a
positive ROI very difficult with current
retail margins.
2 Set appropriate targets: It is human
nature to set ambitions targets that
are there to be reached and exceeded.
However, within the loyalty formula
above, adding more collectors to the
programme only makes sense if the %
of customers that can be influenced
remains consistent. Achieving this goal
is a balancing act that requires sensitive
measurement as rapidly growing your
programme will inevitably lead to a fall
in overall engagement. For this reason
brands need to take care to ensure that
any promotional activities include an
element of customer self-selection as
customers who choose to join (or even
better seek it out) will always perform
better than those that are forced to
join. Programmes should also consider
setting maximum penetration targets
if they feel that maintaining the %
influenced and % change numbers
will be difficult to maintain over time
as reducing the cost of rewards may
reduce costs in the short term but the
long-term impact the top line of the
equation is less easy too measure but
will be far harder to recover from.
3 Manage reward costs: A customer will
judge a programme by the value of
reward they have received in return
for the effort they have put in to get
it. This relationship is, however, not as
simple as it first seems as customers
have now been conditioned to provide
loyalty cards at the Point of Sale. This
means that programmes like Pets at
Home in the UK can generate a base
with over 10 million registered pets
at a cost of just 0.33% as a charity
donation. Programmes can also aim
to give maximum perceived value at
minimal cost by restricting redemption
to selected or distressed stock, by using
managed surprise and delight rewards
or by aggregating the value of rewards
across a range of partners within a
coalition or partner programme.
4 Maximise share of wallet: As customer
data becomes more available brands
are better able to measure and
influence share of wallet. A good
example of a strategy to maximise
share of wallet is the Tesco Clubcard
Plus subscription tier which gives
customers a 10% discount on up to 2
shops of up to £250 per month for a
monthly fee of £7.99. This strategy will
appeal to a relatively small proportion
of the overall Tesco Clubcard base but
the act of subscribing a small amount
each month is likely to give customers
a strong emotional commitment to
aggregate spend with Tesco at the
expense of other retailers.
5 Maximise synergies: With many of
the variables in the equation under
pressure, gaining synergies and
additional benefits from your loyalty
programme is more important than
ever. Loyalty strategies are always
most effective when they are acting
as the “heartbeat” of the company by
ensuring that decisions are bases on
what you know rather than what you
think about customer behaviour.
6 Explore new ideas: Above all, the
variables in the model are dynamic
and will change over time. Given this,
all loyalty brands must move with the
times and try new ideas to influence
customer engagement to ensure that
the benefits from the top line of the
equation always significantly outweigh
the costs on the bottom line and be
brave enough to make radical change if
required.
For more information on how to influence
any of the variables in the formula then
you may want to listen to Iain and his
colleagues on The Loyalty Podcast –
available via Apple Podcasts or Spotify
and contains help and advice on a
number of topics.
 FEATURE 15

Another way who cannot be bothered to claim and

of looking at it
therefore are very unlikely to change
behaviour.

Q. Why are banks and financial

Comment by Crispin Rogers services moving en mass back into
loyalty initiatives currently?

I ain acknowledges that ‘measuring

the benefits of a loyalty programme
is part art and part science. Therein lies
the problem - when optimistic marketers
who own the programme meet their
more cynical finance or sale colleagues,
especially in the Board Room. Which is a
dilemma. And the only way to resolve a
dilemma is to re-phrase the question.
Rather than ask ‘What is the return on
investment of my loyalty programme?’,
it could be more productive to ask “What
do I have to believe is the uplift from my
programme to make it commercially
viable?”. This approach removes any
subjectivity in the generation of the
‘Loyalty equation’.
And the way to achieve this is to
invert the equation Iain has proposed
– placing the Costs as the enumerator
over the Total Loyalty Related Income
as the denominator. This provides us
with a percentage result – which is the
proportion of business coming from
Loyalty customers that I need to believe
is incremental in order to cover my costs.
Let’s call that the ‘Breakeven’.
How is this helpful?
The Costs and Total Margin are factual
and indisputable – so the % Breakeven
is not in doubt. So the only subjective
element now becomes whether the
resulting % Breakeven is good or bad.
This is the point at which we can draw
on the collective wisdom of the industry
– as well as sector specific input and any
>> COMMENT <<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<
empirical data in house from measuring
the impact of new programmes or, just as
useful, programmes closed in the past.
As a rule of thumb the following
guidelines may be helpful:
Breakeven > 20%​– Fix or close. Most
likely your scheme is not commercially
viable, probably because your costs are
too high – either because your reward
costs are too generous for your business
or because your fixed, operating costs are
too high in relation to your penetration.
Most likely you need to reduce costs or
close the scheme.
Breakeven 15-20% – I​mprove. Your
scheme is likely marginal commercially
– but could be better. Improve the
breakeven either by taking out costs that
won’t adversely impact the top line or by
increasing the top line with growth.
Breakeven 10-15% – G ​ row. Your scheme
is likely commercially viable – consider
increasing the top line with growth e.g. by
enhancing or refreshing the programme.
This will drive breakeven down further, as
your fixed operating costs are spread over
a larger base.
Breakeven <10%​– Celebrate. Even the
toughest of Finance Directors is likely to
believe that at least 10% of the revenue
from your Loyalty members is driven by
your scheme. Maximise your success by
prioritising your scheme in your broader
marketing agenda and apply for next
year’s Loyalty Magazine Awards.
Simple really. the Pareto Principle applies to most
A. Following the changes to interchange
regulations in Europe in 2015 there was a
mass extinction of bank credit card loyalty
propositions that became impossible
to fund once interchange rates were
cut to 0.3% on credit cards and 0.2% on
debit cards. Banks, however, still have
a need to engage and communicate
with customers and GDPR has made
this task even harder for most. Loyalty
programmes are therefore being
considered again but the model is moving
towards funding from partners rather
than from interchange fees to keep
loyalty costs down.
Q. Should companies expire points?
If so, why?
A. When a loyalty programme issues
points this cost needs to be carried as
a future liability in the accounts. If this
cost is carried on the bottom line of the
equation for an unengaged customer
who is not likely to change behaviour and
provide a benefit on the top line then this
is pure cost. For this reason I always advise
my clients to have a strong but fair expiry
policy that never penalises engaged
customers but filters out the unengaged.
Q. Knowing what you do, is it easy to
convince a company to launch a new
loyalty programme, and if so, what
arguments do you use?
A. Convincing companies to launch a
loyalty programme is not difficult. As
companies, where a high proposition
of sales are likely to be generated from
a small proportion of customers, it is
very easy for executives to come to the

A fter four years working in the industry, I believe measuring the impact of a loyalty
programme involves so many subjective inputs that the result can easily be
manipulated by any stakeholder to come to the conclusion they want. I do believe
conclusion that they need a loyalty
programme. The difficult part is designing
a programme that is profitable.
creating formulas and KPIs to measure results is important because no matter what
formula you use, if used consistently, it can reveal meaningful insight from the trends. Q. You said: “So your programme
Business leaders should ask themselves other questions: How valuable is the data is easy to join, to take part in and
collected from the loyalty programme and how would I compete without that data? valuable to the member. Now try to
Will my loyal customers continue even if I don´t have a loyalty programme? In many make a profit!” Do you tell clients that?
industries, a loyalty programme is table stakes, so the question changes to how can And is this why you need to be in the
I keep the frequent customer engaged at the lowest operating cost? Additionally, meeting - to explain about the magic?
“How much more business can I win by capturing higher share of wallet from those A. Yes. Anyone can make an unprofitable
customers who have not shown as much loyalty?” The final factor that makes programme that is easy to join, easy to
calculating a Return on Investment from a loyalty programme difficult is that we can take part in and rewarding. The difficult
allocate a cost to issue points, but what the real cost will be is not known for many years bit is making it seem this way but also
– depending on breakage, what the points are redeemed for, and whether future special make it profitable and that takes careful
offers will affect this cost. thought and experience.
Chuck Ehredt, Co-founder & CEO, Currency Alliance

APRIL 2020 Loyalty Magazine

16 FEATURE

Why brands need loyalty nuggets

to make sense of data
Article by Andrea Burchett

Analytics can be such a powerful tool in the armoury of a retailer, it is passenger groups is transferring to the
often overlooked in the conversation which revolves around rewards, cabin, driving expectations of inflight
incentives and customer love. It is quite right that the mathematical side experience. When it comes to being
of a programme is underplayed but it results in a much better buying connected, today’s passengers no
experience for the customer. longer want to be limited. To date, the
adoption of connectivity in the cabin
has been patchy and inconsistent — but
New judge this year for The Loyalty Magazine Awards is Andrea Burchett, who the need for airlines to adopt a digital
was a joint founder of Avios, and who has spent her life working in airline loyalty. mind-set is becoming more urgent.”
Andrea was telling Loyalty Magazine that when she is interrogating data, she
looks for the “loyalty nuggets” which she defines as those pieces of information 3 Build trust by being ruthlessly
that stand out and cause your eyebrows to raise. She gave the example of transparent.
examining flight data out of Barcelona, and realising that 50% of the people booking Hidden agendas, concealed marketing
actually originated in Poland. This enabled sharing of information with local airlines, fast wins, and cloaked short-term
so connecting flights could be offered to passengers. We were so fascinated by these revenue grabs can all erode trust. Clear
“nuggets”, we asked Andrea to write us an article. Here it is. truthful engagement with customers is
a key factor in building longer term trust
in your brand and corporate reputation.

L oyalty leaders have traditionally lacked

creativity in disrupting markets, been
ineffective in inspiring their organisations
to take a long-term outlook to drive
lifetime value and failed to truly create
value for money for its customers.
Rather, many have focused on
transactional give-aways and discounts
to create temporary behavioural change,
focus on short-term revenue and market
share incentives that do not build a true
sense of loyalty, and engaged marketing
spin for immediate gain. All of this can
confuse customers, erode potential trust,
and minimise investment in loyalty.
This is good news. Loyalty experts
have significant opportunities to engage
customers as part of their brands, build
customer equity in corporate reputation,
and engage their organisations in
innovative ways for future commercial
success.
The Loyalty Success Formula
A company’s loyalty success formula is like
a recipe. It contains the critical ingredients
of how the business will succeed in terms
of engaging customers, building trust, and
increasing propensity to consume a firm’s
products or services. From my experience
over the past decade in loyalty, it is clear
that there are three key ingredients in the
loyalty success formula:
1 Deliver the experience your
customers are expecting.
They need to perceive true value for
money for changing their behaviour.
This requires the blending of
emotional connection, the physical
satisfaction, and the perceived value
of the programme into the customer
experience. The higher the value of the
experience the more our customers will
be willing to change their behaviours
and see a connection between their
activities and the benefits.
2 Ensure frictionless simple easy to
use systems.
From the shop floor, airline lounge,
or supermarket aisle the holy grail of
mass customisation and 1:1 marketing
is now a reality. Today the challenge
is to ensure that interfacing with our
customers is an end to end connected
journey, removing the friction at
each digital touchpoint and thinking
mobile first rather than conditioning
customers on how we need them to
interact with our brand.
When it comes to the mechanics of
our programmes the best experience is
actually no experience. It is incumbent
upon us to remove any barriers that get
in the way from a customer wishing to
fulfil a need and the fulfilment itself.
It should be all about the dynamic
relationship with our customer, not the
process. LSE professor Dr. Alexander
Grous highlights an example of this
challenge for airlines as they look
forward to digital native generations
becoming their prime customer
base. He says that: ”The ‘always-on’
culture that is pervasive across all
Loyalty can help define your view of the
truth, it can help cut through the noise
of social media, and with the right proof
points can help reinforce the integrity
of corporate values and practices. Once
you deceive or are found lying to your
customers, the trust is broken, your
investment in loyalty worthless.
The success formula can only be
driven by effective change leaders
Excellent loyalty strategy with poor
leadership is pointless. Success in
developing and maintaining profitable
loyalty programmes is about visionary,
agile, and entrepreneurial leadership
that can develop mutually valuable
internal and external relationships, see
the potential in the white space between
the convergence of data, loyalty, and
payment, and have a determined ‘thick-
skinned’ attitude to drive their disruptive
change agendas. In short, loyalty
leadership is about change.
Effective loyalty change leaders are
disrupters, constantly challenging the
status quo
Management experts have been telling
would-be entrepreneurs and leader
to challenge the status quo for almost
as long as there’s been a status quo.
However, in the loyalty space there
exists both corporate and individual
risk. This risk is balanced by significant
opportunities to be radical, disruptive and
a differentiator.t
Loyalty leaders need to be prepared to

Loyalty Magazine APRIL 2020


break the rules, especially when it comes
to challenging old or existing paradigms
of the role of loyalty. They demand ‘can
do’ attitudes that do not allow technology
to be a constraint just because it is under
powered and legacy. They don’t expect
data to have all the answers or complain
they don’t have enough of or the right
information. They don’t solely rely on
marketing investment to persuade and
influence customers without tangible
evidence and reasons to believe. And,
they don’t blame corporate governance
and CSR for overly protecting the brand
while stifling trust. They just don’t say
“no” to any new ideas or opportunities
but seek to understand ‘why not’?
Resistance from inside is often a
critical barrier for loyalty to overcome
Many of our businesses, whether airlines,
hotels, travel, retail, or financial services
all have traditional ways of working.
They all have a core business focused on
clear, often production oriented value
chains. Loyalty works differently. It needs
to weave its way through the DNA of an
organisation. It is less tangible and often
measured through ‘softer’ KPIs, such
as customer satisfaction or NPS (Net
Promoter Scores). A different skillset and
ethos is needed as loyalty is a long term
game (often ~10 years) whereas revenue
management functions are focused on
quarterly results. Loyalty leaders look
at loyalty as an investment whereas
many companies see it as a cost of sale
where customers simply get something
for nothing, as in the case of free flights.
Marketing is often product/service
focused where clear tangible metrics are
available to measure marginal cost versus
marginal revenue. On the other hand,
the loyalty paradigm looks at developing
long term product, brand, category, and
corporate reputation and trust through a
series of customer experiences over time.
Steve Grout, director of loyalty and
customer engagement at Collinson, said:
“Businesses need to be able to adapt their
loyalty strategies to fit their customer’s
experiences, even if this presents new
internal barriers. Overcoming these can
be tough, as with any change there are
challenges, whether it be processes,
finances or even winning over colleagues.
However, if communicated correctly
the process can be eased. As research
has shown, loyalty leaders are growing
revenues roughly 2.5 times as fast as their
industry peers. Loyalty isn’t a retrofit into
an existing offering but becomes integral
to both the business and its customers."
Barriers can be overcome through
trusted inclusive ecosystems
providing a catalyst to creativity
Given the pace of change, engaging in
co-dependent innovation is the only way
to keep up – no one business can do it on
their own. The answer for loyalty leaders
is to create co-dependent ecosystems
creating an environment for innovation to
thrive, regardless of ownership.
Proprietary competitive advantage
of any single element of a loyalty
programme is fleeting. The strength of
a co-dependent environment is in the
connectedness of the system and its
ability to test, learn, grow, and deliver.
Proprietary competitive advantage
of any single element of a loyalty
programme is fleeting.
The strength of a co-dependent
environment is in the connectedness of
the system and its ability to test, learn,
grow, and deliver.
Trust in partners is critical as the
team will take on the collective risk of
managing the environment whilst at
the same time managing the internal
expectations and demands of their
individual companies. But, if you
choose the right partners, you have an
opportunity to collectively optimise
data and insights allowing you to better
understand the dynamics of your
customers. Furthermore, the opportunity
exists to tap into each other’s innovation
systems to co-create highly creative and
superior solutions to meet customer
needs, drive loyalty, and leverage the
synergy to create truly ground-breaking
approaches.
Suzan Kereere, Global Head, Merchant
Acquiring at Visa explains their approach
“Consumer loyalty is earned when
programs deliver simple, relevant,
and valuable experiences. In order for
Visa and our great partners such as
IAG to exceed consumer expectations,
collaboration is essential. Clients can
FEATURE 17
take the best of what they offer, combine
it with Visa’s powerful global loyalty
APIs and partner ecosystem, and deliver
innovative and impactful consumer
experiences that drive meaningful loyalty.”
Collaboration is not dead; it is just very
hard and is often based on personal
relationships and trust. It demands
individual champion leaders from each
of the partner organisations. This means
that personal integrity and risk is on the
line to understand operational issues such
as data insights and how benefits will be
shared.
At any one-time, strategic partners
in an innovation ecosystem may be
competitors, customers, suppliers, as
well as part of your supply chain – all at
the same time. Often ecosystems will
develop unique solutions that are for use
inside the group but not outside of the
agreed matrix of partner’s organisations.
Professionalising loyalty will create
trust and advance thought leadership
The reputation and view of loyalty today
is similar to the discussion which has
taken place around digital for the past
half-decade; organisations know that it
is important and an opportunity, but just
don’t know how it works.
It is up to loyalty leaders to elevate
loyalty as a cross-functional integrating
force across a business to a level where
it has a seat on the Board, provides
opportunities for competitive advantage,
enjoys collective industry recognition,
and is regulated by effective industry
standards.
Indicators of the degree to which loyalty
advances as a profession may include
the emergence of the Chief Loyalty
Officer, industry standards (especially
when it comes to suppliers), and the
establishment of accountable recognised
loyalty market and industry reporting.
As loyalty leaders we are well positioned
to create chaos, drive significant
profitable change, and disrupt traditional
systems and thinking, ensuring that we
are just ahead of the pace of innovation
and rapidly changing customer needs.
The ‘high ground’ is ours to capture in the
race to develop ecosystems of interaction
where customers feel truly empowered
and totally loyal to our brands.
APRIL 2020 Loyalty Magazine

Ethics, transparency and
trust have never been
more important
Guest article by Courtney Wylie, VP of
Product & Marketing, Mention Me
B eing trustworthy, credible, and
having good customer service
have beaten discounting and price in a
third annual research report ranking of
customer advocacy trends.
While consumer trust in influencers,
celebrities and online reviews is in decline,
personal recommendations are most
heavily influencing consumer buying
decisions and ethics have become even
more influential. Brand attributes and
behaviour around sustainability and
social responsibility proved paramount for
all respondents.
The customer loyalty landscape has
become a far trickier one to navigate.
Brands can no longer remain stagnant
and rely on unwavering loyalty from
existing customers.
With this pressure on brands adding
to an already turbulent economic
climate with its own challenges, what
can marketers glean from this insight
into customer advocacy? Against this
increasingly consumer-driven marketing
landscape, how can they retain customer
loyalty?
Who do your customers trust to
refer your brand?
Based on the responses of 2,000 UK
consumers on what makes them likely
(and unlikely) to recommend a brand,
we conducted this research in November
2019 to equip our 400+ clients with
insights into how they can build customer
loyalty to fuel long-term business growth.
Proving that consumers are increasingly
cynical of mainstream advertising and
value brand trust and credibility, our
report reveals that 41% of consumers are
deterred from recommending brands their
friends or family have advised to avoid.
Also evident is a growing consumer
backlash against celebrity influencers,
as well as against the newer trend of
virtual influencers. Just 3% trust the
recommendations of this group, whether
real humans or CGI creations. Our
research also reveals that consumers are
losing trust in online reviews, with just
11% highly trusting them. So if these
marketing efforts to engage consumers
and drive repeat
business are
failing, what’s
next for brands?
According to
the research,
there’s a good reason to be positive. More
consumers are referring brands than ever
before – 37% of those questioned had
recommended a brand in the past month,
rising to 63% over the past four months.
If your business provides a great product
and strong service, this presents good
news. Rather than investing in expensive
traditional and digital marketing
channels, our findings suggest you’re
more likely to see a return on your money
with a referral programme that tracks and
incentivises word-of-mouth about your
brand. Central for brands among this is
focusing on how to turn customers into
long-term loyal advocates. Acquiring new
customers is one thing, but what really
matters is if they’re going to return. So
how should brands approach this?
The impact of brand ethics on
customer loyalty
Brands need to focus on what really
matters to consumers and reflect this
honestly in the values they communicate.
For the third consecutive year, our
research highlights an increasing
consumer awareness of sustainability
and social responsibility, and how this
influences the brands that they choose to
shop with. In 2020 brand ethics are more
important than ever. This is particularly
prevalent among Generation Z, with
almost half (48%) of 18-24 year olds
considering a brand’s environmental
credentials as very important. While
this decreases to 27% in the 55+age
group, 49% of this group said they’re
more likely to refer brands committed
to scrapping plastics. This underlines the
mounting pressure on brands to exhibit
environmentally-friendly behaviour,
regardless of their target demographic.
Many marketers now need to
completely rethink and re-position their
sustainable business policies and values
in order to remain relevant. With the risk
FEATURE 19
Half of 18-24 year
olds consider a brand’s
environmental credentials
as very important
of businesses making false claims having
their reputations destroyed in seconds on
social media, these efforts cannot be half-
hearted or misleading.
Certainly more due diligence is needed,
but with ethical values so intrinsically
linked to our hearts and minds, the
opportunities for brands to engage with
their customers to create and sustain
loyalty is huge.
Customers buy into brand personas
and don’t want to risk damaging their
reputation by recommending unethical
businesses to friends. Brands need to
address factors such as paying workers a
fair wage, being environmentally friendly,
and hiring locally. Promoting initiatives
that help customers be more sustainable
– such as H&M’s Conscious (affordable)
fashion range, Sainsbury’s 20 by 20
Sustainability plan, Allplants’ sustainable
vegan food delivery, OVO Energy’s zero
carbon living pledge – will help engage
your shoppers, build an emotional
connection, and ultimately turn them into
long-term loyal customers.
Sustaining customer loyalty in 2020
So what has our research taught us about
how brands should behave in order to
move beyond customer acquisition to
understanding what drives and motivates
customer loyalty? After all, the cost
of acquiring new customers can’t be
justified if they shop once, never to return.
Brand transparency and trust is
paramount. The new, more ethically
conscious consumer is less focused on
price (think fast fashion), and more
interested in brands’ ethical footprints.
Customers want to emotionally connect
with brands, and be proud to tell
their friends and family about them.
Reputations can no longer be built and
sustained on good products alone.
Transparency around how products
are made, and how those who make
them are paid, matters. The wise
brand marketer should take this as an
opportunity, not a threat. Win consumers’
emotional investment in your brand, and
their loyalty will drive significant growth
for your business.
APRIL 2020 Loyalty Magazine
 Understand your customers, provide
real-time rewards and manage targeted
communications all in one toolkit with full
POS integration
mobile

analytics
email

SMS

gift
POS

Loyalty and Gift Card Solutions

built for retail
loyalty

geo-fencing

web

beacon

push

CRM

Tranxactor UK Ltd, Aldgate Tower, 2 Leman St, London UK E1 8FA

Ph: +44 (0) 203 865 1077 | www.tranxactor.com

Learning from the
achievement of others
A s companies optimize customer
engagement with their loyalty
programmes, a more modern set of
technologies are improving our ability to
measure the estimated Lifetime Value of
specific customer types, as well as overall
programme ROI.
This is reflected in many of the
applications this year for the Loyalty
Magazine Awards across each category.
In the spirit of industry learning, it would
be nice if the confidential measures
of performance included in many
applications could be shared, but at least
they will enable the judges to make more
quantified decisions regarding which
application should win.
In Currency Alliance's own work with
clients, we are seeing a much more
@LoyaltyMagazine
@LoyaltyMAwards
@LoyaltySurgery
Prime
sponsor
Category
sponsors
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 21
proactive effort to increase value for
all stakeholders. This includes efforts
to reduce operating cost, acquire
redemption options at better cost,
or right-size the organization. Better
alignment around financial levers
makes it possible to pass more value to
customers – which in turn drives greater
engagement.
Delivering greater freedom on how
points/miles can be used also creates real
value because no two customers place
the same value on any one option. Choice
enables the customer to select what is
most appreciated by them.
We need to make our programmes and
loyalty currencies meaningful enough
so that 50%-75% of total customers are
motivated to participate. For the less
frequent customer, this is only possible
when brands collaborate with their
loyalty currencies.
In spite of the current Covid-19
situation, The Loyalty Magazine Awards
winners will be determined by the
judges in April. Since it is starting to look
unlikely that the ceremony can take place
at the Tower of London in June, Loyalty
Magazine will announce in the near
future how we celebrate and recognize
the applicants who have worked so hard,
and those brands that rose to the very
top. I remain hopeful that we can find a
way to be together physically or virtually,
in order to catch up with friends, as well
as increase the visibility of innovations
taking place in our industry.
I remain in awe at how creative loyalty
marketing professionals can be and hope
all of you benefit by monitoring what
others try – not only in your sector, but
across industries. For decades, the major
disruptors have often come from outside
the industry – so keeping an eye on best
practices on all horizons is time well spent.
Chuck Ehredt
Co-founder & CEO, Currency Alliance
Platinum
sponsor
APRIL 2020 Loyalty Magazine
22 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Loyalty Re-defined
EdisonVille – Edison Energia / Advice Group
EdisonVille was set up by Edison to
satisfy its desire to create a single
place in which to ensure the
all-round involvement of
customers, placing them at the
centre of the brand's world. The
behavioural loyalty strategy is based on a virtual city called
EdisonVille, where customers are involved through a gamification
mechanism designed to engage them with personalised loyalty
paths over time improving long-term relationships and reducing
the churn rate.
⋆ ⋆
First Complete Smart Loyalty Programmes Integrator App
– Yudonpay
Yudonpay is an application that digitizes all loyalty
cards and gather them in one virtual wallet. It also
provides real-time point balance information and
expiry dates. This way, users know how to redeem
their points, and how to take advantage of the best
rewards and discounts from their favourite loyalty
clubs. Currently more than 600 loyalty clubs,
national & international, in 7 countries, are
integrated into one app for our customers.
⋆
GEMS Rewards: Loyalty Redefined through Enhanced Customer
Experience – GEMS Education
Designed with the purpose of
helping to make school fees
cost-neutral for our parents while
enhancing the lifestyle of GEMS
Education families and colleagues
by bringing compelling offers, GEMS
Rewards is offered on a redefined and newly enhanced
proprietary mobile platform that is controllable, making it simple
to use, putting it directly in our members’ hands.
⋆ – Shell Go+ / Wunderman Thompson
Flipping loyalty on its head – Sky Germany / Loyalty Prime
With “Extra” Sky has launched an
innovative and very emotional
customer loyalty programme –
acquiring 1 million members
within 12 months. The programme works exclusively with tiers,
based on customer tenure, and does not require any points.
Additionally, Sky went to great lengths to offer their members
amazing “money-can’t-buy” experiences for free.
⋆
Share Rewards Programme – Majid Al Futtaim
On 19 September 2019, Majid Al Futtaim
introduced a new paradigm in loyalty programmes
with their unified offering called SHARE. Members
have the breadth of Majid Al Futtaim's ecosystem
at their fingertips. With over 2, 300 stores, across
17 shopping malls and beyond, to earn, redeem
and benefit from. The possibilities with SHARE are
endless.
⋆
Loyalty Magazine APRIL 2020
RE-NAMED FOR 2020
Value Exchange to Drive Emotional Loyalty – Cheetah Digital
Cheetah Loyalty is an industry
leading loyalty programme
management solution, providing
brands with best-in-class tools to
design, create, and execute
data-driven promotions, offers, and
real-time interactions that help engage and build lifelong,
profitable, loyal customers. Using Cheetah Experiences, marketers
are empowered and, using gamification, incentivise the new user
to provide zero-and first-party data and permissions from the
moment they first engage with the brand.
Going beyond a points-based loyalty programme: Pegasus
BolBol – Pegasus Airlines
Beyond a classic points-based
loyalty approach, BolBol aims to
provide its members with the best
travel experience, so in 2019 we
focused on growing our member
base, members’ penetration of digital channels, and members’
points accrual by increasing flight-related activities, marketing
and our partner network with impressive results.
⋆
VOXI Drop – VOXI / TMW / Mando-Connect
VOXI Drop is a new kind of loyalty
programme; tearing up the loyalty rulebook.
VOXI Drop is inspired by youth culture,
streetwear brands and ‘drop culture’. Instead
of a traditional “points based” loyalty scheme
we offer spontaneous limited ‘drop releases’
to drive brand love, word of mouth and keep
Gen Z coming back for more.
⋆
Reinventing loyalty to habituate non-fuel forecourt visits
In 2019, Shell closed its long-
standing loyalty programme –Shell
Drivers’ Club (SDC). A points
collection programme, SDC
rewarded members for fuel-litres
filled. In a market with falling
petrol consumption and tightening margins, Shell re-oriented its
approach towards non-fuel retailing (NFR). Shell Go+ launched
with a focus on visits and NFR.
⋆
Category sponsor

Best Use of Gamification to Enhance Loyalty
Innovative Gamification in Loyalty and Customer Experience
– Orange Belgium / Evolving Systems
Through a shared vision to enhance
customer loyalty, Evolving Systems
and Orange Belgium have created,
managed and expanded a highly innovative gamification-led
customer loyalty programme, Orange Thank You. This constitutes
a step forward in digital engagement and is a gamification-led
concept, flexible enough for Orange to creatively ‘own’ and evolve.
⋆ ⋆
Showcasing How Gamification Can Foster Long-term Loyalty
(Emotional) Relationships With Customers – Ooredoo Myanmar
/ Evolving Systems
Ooredoo Myanmar has created a gamification-
led customer loyalty programme, Ooredoo VIP.
The main objective for 2019 was to drive
adoption and traffic to the app, to create and
generate habitual app usage, thereby
improving Ooredoo’s engagement with its
subscribers, leading to improved user revenues and churn
reduction.
⋆
EdisonVille – Edison Energia / Advice Group
EdisonVille was set up by Edison to
satisfy its desire to create a single
place in which to ensure the
all-round involvement of customers,
placing them at the centre of the
brand's world. The behavioural
loyalty strategy is based on a virtual city called EdisonVille, where
customers are involved through a gamification mechanism
designed to engage them with personalised loyalty paths over
time, improving long-term relationships and reducing churn rate.
⋆
Scratch-to-win game keeps members coming back
– Primera / m–wise / TBWA\X
With over 500 stores and an average of
825,000 customers per week, Primera is the
largest convenience store chain in the
Netherlands. In 2019, Primera transformed its
traditional savings card system into a mobile
loyalty programme with gamification at its
core in the form of a daily scratch-to-win game.
⋆ ⋆
Senyapdiye – Turkcell
To celebrate Turkcell’s 25th anniversary, a
6-week game-based solution was created
with each week of the campaign owned
by a different Turkcell digital service.
Specific tasks on the digital app were set
each week. Customers could get up to
25GB during the six weeks by joining the game plus gifts when
specific tasks were complete. Great customer demand led to an
extension for three more weeks, with three more digital
applications and 3GB/week gift.
⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 23
Passport to Free Flights drives higher member activation
– InterMiles
With an aim to educate its members
about the various ways in which they
can benefit from the programme and
its offerings, InterMiles exemplified
how such educational campaigns can
be engaging as well as interactive
resulting in higher member activation and loyalty.
Epic Star Wars loyalty programme connects generations of fans
– Kaufland / BrandLoyalty
The Kaufland supermarket chain
recently used the power of gamification
to bring its Star Wars 'spend and get'
promotion to life across eight European
countries. Generations of fans were
encouraged to become Jedi Masters by
collecting 48 AR-enhanced cards, learning about the Star Wars
universe and mastering digital challenges in the K-Master app.
⋆
Alibaba’s Fresh Hippo goes on a journey with The Lion King
– Hema China / BrandLoyalty
The Chinese retailer Fresh Hippo mixed new
technologies with nostalgia by introducing an
omnichannel game to boost online and offline
participation in its supermarket loyalty
programme. Customers collecting digital stamps
to redeem for Royal VKB healthy-on-the-go
items went on a gamified 'jungle journey'
inspired by Disney’s movie The Lion King that
added excitement to the entire promotional route.
⋆
Pathé All Stars: a new chapter for loyal film lovers
– Pathé / Magneds
Pathé Cinemas, market leader in The Nether-
lands, presents for the first time in the cinema
business, a layered reward programme called
Pathé All Stars. Going far beyond just collecting
points, Pathé creates a memorable experience for
their members during every visit. A free app
which is easy to use and brings every member
instant gratification, lots of benefits and a true star status.
Der große emoji® Sammelspaß– ALDI SÜD and ALDI Nord
Germany / Boost Deutschland
“Der große emoji® Sammelspaß” was the
first ever combined ALDI SÜD and ALDI
Nord short-term loyalty approach in
Germany, running in over 4,100 stores.
Novum: digital solution connected classic
family collectibles approach & digital
experience resulting in higher shopping frequency and spends
while featuring eco-friendly packaging.
⋆
APRIL 2020 Loyalty Magazine
24 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Best Customer Experience
Aegon Radically Improves NPS Score Through Customer Centric
Mentality – Aegon UK / MaritzCX
When merging the Cofunds
investment platform into that of
Aegon, it was more than a bumpy
transition and left many of the
400,000 Cofunds customers with a less than expected level of
service and continuity. This was turned around with a number of
initiatives including the introduction of the Aegon Cares culture
which resulted in an NPS shift from –65 to +19 over 18 months.
⋆ STC is the leading telecommunication
Vans Builds Authentic Connections and Engages Fans with
Personalized Experiences – Vans / Cheetah Digital
Vans Family is an interactive and intuitive
loyalty programme designed to recognize,
reward and celebrate fans for who they are
and what they like to do. Vans Family allows
us to get to know consumers by observing
behaviours and offering tailored
experiences, unique products and services,
and personalized brand interactions.
⋆ loyalty programme of Turkcell
Best Customer Experience through Improved Engagement and
Access – GEMS Education
Designed with the purpose of
helping to make school fees
cost-neutral for our parents and
to help enhance our colleagues’
lifestyles by bringing compelling
offers, GEMS Rewards is offered
on a redefined and newly
enhanced mobile platform making it simple to use and putting it
directly in our members’ hands.
⋆ ence for both customers and
Pathé All Stars: Feel Like a Movie Star – Pathé / Magneds
Pathé Cinemas, market leader in The
Netherlands, presents for the first time in
cinema business, a layered reward
programme called Pathé All Stars. Going far
beyond just collecting points, Pathé creates
a memorable experience for their members
during every visit across their whole journey.
An interactive video to reduce the number of questions to
Customer Service resulted in high customer satisfaction and an
effective customer contact strategy.
⋆
Loyalty Magazine APRIL 2020
Loyalty at Shell Means More Than Fuel – Shell Oil Products US
Creating loyalty and brand love
through GOLD+, an experiential
and exclusive rewards-based
loyalty programme offered by
Shell to their best customers.
⋆
The exclusive tier-based programme for our HVCs
– Qitaf Tamayouz Programme / Saudi Telecom Company (STC)
services provider in the Middle East region.
STC’s Qitaf Tamayouz loyalty programme is a
tier-based programme exclusively designed
for its high-value customers. The
programme offers exclusive rewards,
benefits, and privileges that encompass the
best in region customer experience, providing priority service 24/7.
⋆
Platinum Black – Turkcell
Turkcell Platinum, the premium
welcomed a new and enhanced
tier to the family; Turkcell Platinum
Black! which was launched in order to meet the needs of existing
customers attached to their phones, build a stronger relationship
with them and attract new high consumption consumers while
using company resources smartly.
⋆
Turkcell GO Digital Sales Platform – Turkcell
Turkcell GO is a digital communica-
tion and sales platform with the
aim to revolutionize retail experi-
employees by bringing together
physical touch and digital capabili-
ties. The platform helps improve the
retail experience by creating a professional attitude and an
experience differentiated, tailored for each customer.
⋆

Best Use of Technology – Customer facing or back-end
“Nel Mulino Che Vorrei” – Mulino Bianco / Advice Group
Mulino Bianco belongs to the Barilla
Group, an Italian leader in bakery
products. Nel Mulino che Vorrei is a
behavioural community designed to
foster mutual interactions between
Mulino Bianco and its consumers. The use of CDP (Wekit)
combined with an innovative application of the OCR system,
offers never-seen-before possibilities in big data analysis.
⋆ ⋆
Value Exchange to Drive Emotional Loyalty – Cheetah Digital
Cheetah Loyalty is an industry leading
loyalty programme management
solution, providing brands with
best-in-class tools to design, create,
and execute data-driven promotions,
offers, and real-time interactions that help engage and build
lifelong, profitable, loyal customers. Using Cheetah Experiences,
marketers are empowered and, using gamification, incentivise
the new user to provide zero-and first-party data and permissions
from first engagement.
⋆ the biggest fans of Trabzonspor. His biggest dream
Hotels & Shop Remarketing – InterMiles
InterMiles used various
technological tools, such as
Adobe Analytics and Data Work
Bench (DWB), to assess challenges in converting its members
during their journey on the website. The programme then
stitched together the online and offline member data to come up
with comprehensive campaigns to address the challenges
identified, resulting in higher shop and hotel transactions.
⋆ British Gas Rewards’ Augmented Reality Easter Egg
STC Qitaf Loyalty Programme, the largest loyalty programme
in KSA! – Saudi Telecom Company (STC)
STC is the leading telecom in the region and
its loyalty programme, Qitaf, is one of the
largest. It serves close to 15 million
members, with 60+ partners representing
170+ brands, with 4,000+ branches across
Saudi Arabia. It achieves more than 50%
engagement and a positive impact on
churn rates, improved programme CSI scores and has increased
our unique external earner customers generating non-telco
revenue by 300% YoY.
⋆ way, users know how to redeem their points, and how to
From One Day to One Minute – Radisson Hotel Group /
Collinson
The automation of repetitive tasks
continues to be a holy grail, but we took on
the challenge of whether we could
automate the build of our client’s email
marketing communications. The answer?
Reducing the construction of highly
dynamic and complex email
communications from a full day to a single minute.
⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 25
Exclusive loyalty programme to reach end customers
– Samsung Galaxy Club / PINS
An innovative collaboration between PINS and
Samsung, a non-retail partner, to reach and
reward end-customers without the involvement
of retailers. Samsung Galaxy Club – a targeted
cutting-edge extension to the existing PINS
loyalty app meant to enhance the exclusive
travel experience for Samsung Galaxy Club members.
Smile Social Benefit Platform – Turkcell
“Smile Social Benefit Platform” is a new AI
technology-based platform that includes
social responsibility projects to create loyalty
by linking them with the smile emotion. The
first part of it is “Spread the Smile” which is
for animals. The second phase called “Spread the Green” is for nature.
⋆
Tunç Genç's dream becomes real with Turkcell 5G – Turkcell
Tunç Genç, who has muscular discomfort, is one of
was to score a goal for Trabzonspor one day. We
wanted to realize Tunç's dreams to show how 5G
technology will remove the limits. In order to
introduce such technology, we wanted to make a
little kid's dreams come true. Then we planned all our work and
infrastructure accordingly.
⋆
Augmented Reality Easter Egg Hunt Game – British Gas Rewards /
Mando-Connect / Spark
Hunt Game was the first use of Augmented Reality
(AR) in loyalty. It created a unique family experience
that was as much fun to play as to win, engaged
hundreds of thousands and significantly increased
NPS, engagement, social shares and customer lifetime
value.
⋆
First Complete Smart Loyalty Programmes Integrator App – Yudonpay
Yudonpay is an application that digitizes all loyalty cards
and gathers them in one virtual wallet. It also provides
real-time point balance information and expiry dates. This
take advantage of the best rewards and discounts from
their favourite loyalty clubs. Currently more than 600
loyalty clubs, national & international, in 7 countries, are
integrated into one app for our customers.
⋆
APRIL 2020 Loyalty Magazine
26 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST

Best Use of CRM (Customer Relationship Management)

Dulux Trade Paint Expert – AkzoNobel / m–wise
AkzoNobel, experts in
making paints and
coatings, is passionate
about delivering the
high-performance products and services their customers expect.
Now the company can help decorators make a professional
impression in every aspect of their business with Dulux Trade Paint
Expert, a highly effective B2B CRM initiative.
⋆ ⋆
Store Homework and Member Value Score – Hackett / Collinson
Hackett’s invitation-only
international customer
engagement programme
65B is unique, designed to
enhance on and offline
customer experience. Data
is surfaced to staff on
iPhones (portals) enabling highly personalised interactions and
‘surprise’ rewards. Three years and 160k members on, we wanted
to recognise best members instore and re-engage those who’d
lapsed.
⋆ ⋆
Layered Offers – Turkcell
Personalized 2nd and 3rd tier offerings for our
customers who reject our 1st tier offers in our
telesales, dealers and inbound call centre
channels with help of customer analytics and
omnichannel strategy aiming to both increase
customer retention and maximize revenue.
⋆ ⋆
Package Upgrade Programme – Turkcell
Package upgrade is a
programme that boosts
customer loyalty in medium
term as well as creating
immediate gains in revenue.
In this programme, when a
customer purchases an
add-on package, we instantly contact them and offer a larger
package. From customers that accepted our offer, we observed a
notable 43% revenue increase. Considering this increase occurs
together with the increased customer satisfaction, this is
expected to be a sustainable growth in revenue.
⋆
PAYBACK GO: An innovative location-based service – PAYBACK
With PAYBACK GO, PAYBACK
creates an even stronger
relationship with its
partners, who are then
more closely linked to the
loyalty system long-term. The uniqueness of this product sets
PAYBACK apart from the competition and makes it even more
attractive for many retailers in Germany.
VeryMe Rewards from Vodafone UK – Vodafone /
Mando-Connect
VeryMe Rewards from Vodafone is the
most personalised, most loved retail loyalty
programme. It gives members rewards
they REALLY love, based on smart
preferencing, gamified engagement
techniques, data and insight. Machine
learning enables it to get better over time
too. It has significantly driven loyalty,
reduced churn and increased NPS.
Liwa Stores pioneers new customer loyalty programme for
franchise retailers, brands and shoppers – Liwa Stores / Coniq
Coniq helped Liwa Stores create an
industry leading loyalty
programme with over 130,000
engaged members, resulting in
increasing Average Transaction
Value (ATV) uplift of over 100%, all within the first six months.

Category sponsor

Loyalty Magazine APRIL 2020


Best Loyalty Industry Innovation
PAYBACK GO: An innovative location-based service – PAYBACK
With PAYBACK GO, PAYBACK
createsan even stronger
relationship with its partners,
who are then more closely
linked to the loyalty system
long-term. The uniqueness of this product sets PAYBACK apart
from the competition and makes it even more attractive for many
retailers in Germany.
⋆ realise the value of the programme.
Bringing 21,000 Japanese stores under one programme
– 7&i Holdings / Brierley
7&i Holdings and Brierley Japan
implemented the “Seven Mile
Programme” to bring
approximately 21,000 Japanese
stores under a single loyalty programme. In a market unfamiliar
with this concept, this is not only a huge achievement for the
brand, but a truly innovational programme for consumers and its
15 million members.
⋆ ⋆
Creating frictionless loyalty with Fidel’s card-linking API – Fidel
Fidel’s card-linking API makes it quick and easy
to create loyalty programmes that cut friction
and drive better customer experiences. We
deliver real-time payment data from Visa,
Mastercard and Amex, so customers like Avios,
Klarna and the Royal Bank of Canada can
securely scale flexible, frictionless loyalty programmes.
⋆ significantly increased NPS, engagement, social
First Complete Smart Loyalty Programmes Integrator App
– Yudonpay
Yudonpay is an application that digitizes all
loyalty cards and gathers them in one virtual
wallet. It also provides real-time point balance
information and expiry dates. This way, users
know how to redeem their points, and how to
take advantage of the best rewards and discounts
from their favourite loyalty clubs. Currently more
than 600 loyalty clubs, national & international,
in 7 Countries, are integrated into one app for our
customers.
⋆ consumers and less data collection for retailers.
Best Loyalty Industry Innovation through Segmentation and
Automatic Curation – GEMS Education
Designed with the purpose of
helping to make school fees
cost-neutral for our parents while
enhancing the lifestyle of GEMS
Education families and colleagues
by bringing compelling offers, GEMS
Rewards is offered on a redefined and newly enhanced
proprietary mobile platform that is controllable, making it simple
to use and putting it directly in our members’ hands.
⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 27
Launch of Airline Agnostic Miles Accrual & Redemption
– InterMiles
InterMiles (previously known as JetPrivilege)
became an airline agnostic platform where
members can earn and redeem InterMiles
against 250+ Airlines and across 8000+
destinations,with an objective to have a unique
proposition, allowing members to redeem 100%
miles to book free flights and vacations and
⋆
First Mover in Pay TV loyalty – Sky Germany / Loyalty Prime
With “Extra” Sky has launched
an innovative, engaging and
very emotional customer
loyalty programme –acquiring
1 million members within 12 months. The programme works
exclusively with tiers and does not require any points. Additionally
Sky is the first media and entertainment company to launch a
loyalty programme in Germany.
Augmented Reality Easter Egg Hunt Game – British Gas
Rewards / Mando-Connect / Spark
British Gas Rewards’
Augmented Reality Easter Egg Hunt Game
was the first use of Augmented Reality
(AR) in loyalty. It created a unique family
experience that was as much fun to play as
to win, engaged hundreds of thousands and
shares and customer lifetime value.
⋆
Loyalty Connected – Mastercard
Loyalty Connected is a new, ground-
breaking loyalty technology which links
a retailer’s loyalty programme to a
consumer’s preferred payment card
(Visa, Mastercard, Amex, China Union
Pay (CUP). It solves key pain points of the loyalty industry: more
than 4 out of 5 (84 per cent) UK consumers participate in a loyalty
scheme, however a loyalty card is presented for only 20% of
qualifying transactions, resulting in lost points and rewards for
⋆
Radley turns one-off transactions into loyal lifetime customers
– Radley / Mention-Me
Radley used Mention-Me’s Retention
toolkit, including referral, AB testing,
NPS and human expertise backed by
data science; to move customers from
purchasing once to becoming loyal
customers, increasing engagement,
retention and revenue.
⋆
APRIL 2020 Loyalty Magazine
28 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Best Use of Customer Analytics/Data
Leveraging Big Data in Loyalty – SCENE / Bond Brand Loyalty
Bond has built an industry-leading
analytics platform that enables the
secure discovery and curation of
insights for SCENE. The platform uses
best-in-class technologies allowing SCENE to securely store,
catalogue and activate their data-assets in real-time; providing an
unparalleled personalized experience for members and capabilities
to enhance engagement and partnership strategies.
⋆ ⋆
Delivering efficient app downloads with propensity modelling
– Nectar 360 / Iris Nation Worldwide
In October 2019, we unveiled the
biggest development in Nectar’s
17-year history – a new brand, app
and digital experience. But without
the biggest budget to reach our 18m
customers, we had to be efficient in engaging our audience and
driving the action we needed–app downloads. So we built a
bespoke propensity model which delivered beyond any of our
expectations.
⋆ ⋆
Member Value Score and Store Homework – Hackett / Collinson
Hackett’s invitation-only international
customer engagement programme
65B is unique, designed to enhance on
and offline customer experience. Data
is surfaced to staff on iPhones (portals)
enabling highly personalised interactions and ‘surprise’ rewards.
Three years and 160k members on, we wanted to recognise best
members instore and re-engage those who had lapsed.
⋆ helped Chatime design a highly personalised customer
Analytical Approach to Lifecycle Management for Digital Services
– Turkcell
Turkcell operates a recommendation
system based on analytics and data,
taking into account the entire service
experience as lifecycle, and maximize
customer satisfaction and income.
Thanks to bringing the right action to the right customer, we
ensure that customer complaints are reduced, digitalization of
customers is increased, so “Turkcell understands me and offers
me suitable solutions”. With this lifecycle based analytical
approach we receive ~ 6 times better returns, and cover 75% of
new subscribers.
⋆
Flights Candy-ladder – InterMiles
InterMiles (formerly JetPrivilege)
provides multiple opportunities
to earn currency on flights
across 250+ airlines to 8,000+ destinations across the globe.
Reviewing our offerings, InterMiles used customer data and a
“candy-ladder offer” to persuade customers to change their travel
behaviour.
⋆ redemptions within the business.
Loyalty Magazine APRIL 2020
“Nel Mulino Che Vorrei” – Mulino Bianco / Advice Group
Mulino Bianco belongs to the Barilla
Group, an Italian leader in bakery
products. Nel Mulino che Vorrei is a
behavioural community designed to
foster mutual interactions between
Mulino Bianco and its consumers. The use of CDP (Wekit)
combined with an innovative application of the OCR system,
offers never-seen-before possibilities in big data analysis.
Machine learning as a positive boost to customer experience
– PINS
With applied machine learning algorithms for
email marketing campaigns, the PINS loyalty
programme succeeds in creating a better
proposition for every customer and maximizes
marketing campaign performance
significantly. The open rates increased by four
percentage points while allowing the loyalty programme to
minimize unnecessary costs associated with email marketing, as
sent email volume shrank by 17%.
Using data science to increase Loyal-Tea at Chatime
– Customology
Iced Bubble Tea Franchise, Chatime Australia
wanted a customer growth solution which
would benefit their brand, franchise partners
and customers. Using customer and
transactional data, Customology conducted a
Customer Growth Analysis to help Chatime
understand their customers behaviours better. The insights
communications programme.
⋆
Sun Savers Segmentation: Providing insight into our print
customers – News UK
A robust segmentation of the
customer base allowed Sun Savers to
gain actionable insight into their print
audience that is normally reserved for
online-only brands. Consequently, Sun
Savers has grown 38% YoY and is able to deliver a more engaging
experience for customers, delivering relevant content and
promotions to all.
⋆
Driving engagement and customer lifetime value through
redemption – Radisson Hotel Group / Collinson
Driving redemption experiences, that
increase programme engagement and
customer lifetime value is a primary
focus for Radisson Rewards. Putting
first class data analysis, insight and
targeting at the heart of our approach we undertook activity to
address these challenges and improve the perception of
⋆
 NEW FOR 2020
Eco-loyalty Initiative of the Year
Beautycycle – John Lewis
The beauty industry is a big contributor to
global pollution, producing around 120 billion
units of packaging each year and elements
like caps, labels, and pumps aren’t accepted
by most local recycling programmes. Working
with us, TerraCycle manage the reverse
logistics, promising to ‘recycle the un-
recycleable’ turning them into plastic pellets
and then into items such as garden furniture
ensuring a fully circular proposition.
⋆
'Samen Greenchoice’ Loyalty Programme – Enabling &
Rewarding Sustainable Consumer Behaviour – Greenchoice /
Touch Incentive Marketing
Greenchoice is the largest brand
and supplier in the Netherlands
when it comes to sustainable
energy. While a proportion of
customers are loyal, in 2018 a
significant number of new
customers churned in the first year.
Still within its first year of operation,
Samen Greenchoice is well underway to reducing this churn.
⋆ Five Days of Vattenfall. Join the movement towards fossil-free
EdisonVille – Edison Energia / Advice Group
EdisonVille was set up by Edison to
satisfy its desire to create a single
place in which to ensure the
all-round involvement of
customers, placing them at the
centre of the brand's world. The
behavioural loyalty strategy is based on a virtual city called
EdisonVille, where customers are involved through a gamification
mechanism designed to engage them with personalised loyalty
paths over time improving long-term relationships and reducing
the churn rate.
⋆ Biggest WWF loyalty programme drives growth at Karusel in
Super Foodies, an eco-sustainable way to have fun with content
– Esselunga / Boost Italia
Super Foodies, in addition to being
recognised as intrinsically
appealing and playful but
educational content (healthy food),
is further achieving break-through
positioning of Esselunga as a food retailer. This is thanks to its first
special campaign aimed at children through an unbranded and
100% eco-friendly range of products.
⋆ ⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 29
‘Meera Rewards’ Loyalty Programme – Al Meera / AIMIA
Al Meera is a leading Qatar
community grocery retailer with
over 52 branches consisting of
supermarkets, hypermarkets and convenience outlets, many are
neighbourhood stores. With a vision “To be the favourite
neighbourhood retailer in 2020,” Al Meera launched a loyalty
programme in December 2018. With a focus on family and
rewarding its customers, Al Meera is on its way to becoming
Qatar’s favourite loyalty programme.
⋆
Empowering shoppers to lower their carbon foot print via card-
linking – Almond / Fidel
Almond is the first app that empowers anyone
to become carbon balanced by helping them to
'Buy Better, Act Better and Offset the Rest'.
They have partnered with ethical retailers to
encourage more sustainable shopping
patterns. Consumers link their payment card
using Fidel’s API; when they spend in participating locations,
offset coins are awarded automatically and converted into trees
planted by Almond’s charity partners.
⋆
living! – Vattenfall / Doornvogel
‘Five days of Vattenfall’ motivated
customers to join in Vattenfall’s
bold mission: To make fossil free
living possible within one
generation. Over the course of 5
days, Vattenfall used a smart
multi-channel engagement approach to bring the mission to a
personal and emotional level with a positive impact on the
attitude towards Vattenfall and increased loyalty intentions of
more than 20%.
⋆
Russia – Karusel / Boost
The shoppers of Karusel’ were offered a
collection of special gift sets consisting of a
plush toy in a ceramic bowl branded by the
famous “Panda” and certified by WWF. The
collection had been designed specifically
for Russia where this is the first short term
loyalty programme with a distinct social
aspect. Each set featured a leaflet on the
particular species so that the kids could
learn about its habitat and lifestyle.
Category sponsor
APRIL 2020 Loyalty Magazine
30 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Best Use of Communications (including social media)
Super Foodies, an eco-sustainable way to have fun with content
– Esselunga / Boost Italia
Super Foodies, in addition to being
recognised as intrinsically
appealing and playful but
educational content (healthy food),
is further achieving break-through
positioning of Esselunga as a food retailer. This is thanks to its first
special campaign aimed at children through an unbranded and
100% eco-friendly range of products.
⋆ be used to bring people and ideas together for the benefit of all.
Crowning a new Emperor as part of a majestic marketing
campaign – Unser Ö-Bonus / DataLab
We crowned a new Emperor as a testimonial
to publicize an Austrian multi-partner loyalty
programme that combines an array of
providers from various business categories.
The Emperor was visible to Austrians at all
possible contact points from the first day of
the programme ś launch. With majestic omnipresence.
⋆ is easy to use and brings every member instant gratification, lots
€pistrofi Loyalty Programme Digital Awareness Campaign
– Eurobank / Mastercard
Eurobank, in collaboration with Mastercard,
during the last quarter of 2019, designed and
implemented an innovative communication
digital campaign for the €pistrofi loyalty
programme. The communication campaign
aimed to increase awareness of Eurobank’s
and AEGEAN Airlines’ partnership and educate the audience on
the new rewarding process of the programme.
⋆ ⋆
Assurance Campaign – InterMiles
When Jet Airways, India’s oldest
private airline, shut down
operations, millions of hopes
also came crashing down. The grounding of Jet Airways posed a
major threat to JetPrivilege -its popular frequent flyer
programme. Even as speculation loomed over the fate of Jet
Airways, consumer anxiety over losing their coveted miles had the
potential to erase the trust and goodwill of JetPrivilege. We
stepped in with that assurance.
⋆ Programme was one of the key drivers to enable this.
Acquiring one million members in 12 months – Sky Germany /
Loyalty Prime
With “Extra” Sky has launched
an innovative, engaging and
very emotional customer loyalty
programme –acquiring 1 million
members within 12 months due to an amazing communication
and promotion of the programme as well as a very strong value
proposition. The programme works exclusively with tiers and does
not require any points.
⋆
Loyalty Magazine APRIL 2020
The Loyalty Podcast – New World Loyalty
New World Loyalty is a global network
of consultants who specialise in all
aspects of loyalty marketing. We
created The Loyalty Podcast in
September 2019 to share best practice
with a global audience. At the time of entry there were 7 episodes
with over 3,500 listens across more than 50 countries. In a year
when the news was dominated by Brexit, border walls and trade
barriers. The Loyalty Podcast demonstrates how technology can
⋆
Pathé All Stars: Feel Like a Movie Star – Pathé / Magneds
Pathé Cinemas, market leader in The
Netherlands, presents for the first time
in the cinema business, a layered
reward programme called Pathé All
Stars. Going far beyond just collecting
points, Pathé creates a memorable
experience for their members during every visit. A free app which
of benefits and a true star status.
⋆
Skip this ad, please! – Turkcell / Rafineri
In the enriched Turkcell Fiber
world, there were solutions to
many consumer problems. So,
instead of highlighting a single feature in communication, our
‘Countless to Tell’ campaign used 7 different films. All reached
large audiences on Youtube. We used the collage we crafted from
these 7 films on both traditional and digital media channels.
Cendris Coins Employee Loyalty Programme – A Loyalty
Currency that Enabled an Organisational Transformation
– Cendris / Touch Incentive Marketing
With over 3,000 employees, Cendris
carries out contact center activities for
medium and large clients. In an
increasingly tough market, Cendris had
to distinguish itself from competitors
and invent creative solutions to recruit and engage employees to
meet customers' needs. The Cendris Coins Employee Loyalty
⋆
 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 31

Best Loyalty Programme Marketing Campaign of the Year

“No Excuses Day” – SCENE / Bond Brand Loyalty
With support from a nationwide, fully integrated
creative campaign, exclusive partner offers and a
set of on the ground street activations, SCENE
encouraged people to choose fun and make
memories by abandoning their excuses and
spending time with the ones that matter most on
“No Excuses Day.” A day to help create a deeper emotional
connection to the brand.
⋆ ⋆
Super Foodies, an eco-sustainable way to have fun with content
– Esselunga / Boost Italia
Super Foodies, in addition to
being recognised as
intrinsically appealing and
playful but educational
content (healthy food), is
further achieving break
through positioning of Esselunga as a food retailer. This is thanks
to its first special campaign aimed at children through an
unbranded and 100% eco-friendly range of products.
⋆
Crowning a new Emperor as part of a majestic marketing
campaign – Unser Ö-Bonus / DataLab
We crowned a new Emperor as a testimonial
to publicize an Austrian multi-partner loyalty
programme that combines an array of
providers from various business categories.
The Emperor was visible to Austrians at all
possible contact points from the first day of
the programme's launch. With majestic omnipresence.
⋆ demand led to an extension for 3 more weeks, with 3 more digital
myLakeland launch growing customer loyalty and sales
– Lakeland / Go Inspire Group
The Lakeland brand is
extremely strong and
loved by its customer
base but the retailer was struggling to find ways to improve a very
low shopping frequency. A programme was devised that included
personalised offer packs, incentive programmes for retail and
staff, plus strong marketing partnerships with events including
the BBC Good Food Show with impressive results and strong
customer insight.
⋆ before possibilities in big data analysis.
Inspiring over 18 million customers to ‘Get their Nectar on'
– Nectar 360 / Iris Nation Worldwide
In October 2019, we unveiled the biggest
development in Nectar’s 17 year history – a
new brand, app and digital experience. We
had to fundamentally change our
customer’s deep-rooted behaviour. In short,
we had to motivate our customers to
change the way they shopped, and this campaign did exactly that.
VeryMe Rewards – Vodafone UK / Mando-Connect
Christmas. It’s the most wonderful
time of the year... for Loyalty
Programmes! For VeryMe Rewards
from Vodafone, we offered
customers the chance to unwrap
what they love – from novelty
socks to trialling unlimited data to
help with the Xmas shopping. The campaign exceeded its key
objective and all other KPIs.
⋆
Senyapdiye – Turkcell
To celebrate Turkcell’s 25th year
anniversary, a 6-week game-based
solution was created with each
week of the campaign owned by a
different Turkcell digital service.
Specific tasks on the digital app
were set each week. Customers
could get up to 25GB during the six weeks by joining the game
plus gifts when specific tasks were complete. Great customer
applications and 3GB/week gift.
⋆
“Nel Mulino Che Vorrei” – Mulino Bianco / Advice Group
Mulino Bianco belongs to the
Barilla Group, an Italian leader in
bakery products. Nel Mulino che
Vorrei is a behavioural commu-
nity designed to foster mutual
interactions between Mulino
Bianco and its consumers. The use of CDP (Wekit) combined with
an innovative application of the OCR system, offers never-seen-
⋆

Category sponsor

APRIL 2020 Loyalty Magazine

COMBINED FOR 2020 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 33

Best Loyalty Programme of the Year – Food Retail & Non-Food Retail

PAYBACK GO: Increased benefits for customers and dealers Vans Builds Authentic Connections and Engages Fans with
– PAYBACK Personalized Experiences – Vans / Cheetah Digital
​With PAYBACK GO, PAYBACK creates Vans Family is an interactive and intuitive loyalty
an even stronger relationship with programme designed to recognize, reward and
its partners, who are then more celebrate fans for who they are and what they
closely linked to the loyalty system like to do. Vans Family allows us to get to know
long-term. The uniqueness of this product sets PAYBACK apart consumers by observing behaviours and
from the competition and makes it even more attractive for many offering tailored experiences, unique products
retailers in Germany. and services, and personalized brand
⋆ interactions.
⋆
“Handy-at-Home” – BP Europe / Motisha / Boost Loyalty
“HANDY-AT-HOME” was last year’s myLakeland launch growing customer loyalty and sales
multi-channel short-term loyalty – Lakeland / Go Inspire Group
campaign launched by Boost Loyalty & The Lakeland brand is
Motisha, enabling BP consumers to save extremely strong and loved by
up for 50% discount on Princess- its customer base but the
Household products –exclusive Black- retailer was struggling to find ways to improve a very low shopping
Label line. The integration of the existing Freebies long-term frequency. A programme was devised that included personalised
Loyalty Card programme can be highlighted as key differentiator, offer packs, incentive programmes for retail and staff, plus strong
resulting in an evidential increase of revisits, an extraordinary marketing partnerships with events including the BBC Good Food
conversion-rate and a significant amount of BP Freebies Show with impressive results and strong customer insight.
redeemed. ⋆
⋆
VeryMe Rewards – Vodafone UK / Mando-Connect
Der große emoji® Sammelspaß – ALDI SÜD and ALDI Nord VeryMe Rewards from Vodafone is the most
Germany / Boost Deutschland personalised, most loved retail loyalty
“Der große emoji® Sammelspaß” was programme. It gives members rewards they
the first ever combined ALDI SÜD and REALLY love, based on smart preferencing,
ALDI Nord short-term loyalty approach gamified engagement techniques, data and
in Germany, running in over 4100 insight. Machine learning enables it to get better
stores. Novum: digital solution over time too. It has significantly driven loyalty,
connected classic family collectibles reduced churn and increased NPS.
approach & digital experience resulting in higher shopping ⋆
frequency and spends while featuring an eco-friendly packaging.
⋆ Shell revolutionises the service station loyalty experience in China
– Shell China / Wunderman Thompson
emoji® Conquers Switzerland for the Third Time In 2019 Shell launched its new
– COOP Switzerland / Boost Group loyalty programme that delivered
After the incredible emoji® campaigns exceptional customer experience
in 2017 & 2018 Boost continued its and value to its customers. Loyalty
success story with the 3rd loyalty customers enjoyed the benefits of
campaign at the leading Swiss retailer frictionless identification and
COOP in 2019. With “emoji® Summer” payment using digital channels. From QR codes and gamification,
Boost combined innovative products Shell set itself apart from all of its competitors.
and the emotional license emoji® to a “must-have” outdoor ⋆
assortment for the whole family.
⋆
Super Foodies, an eco-sustainable way to have fun with content
– Esselunga / Boost Italia
Super Foodies, in addition to being
recognised as intrinsically
appealing and playful but
providing educational content Category sponsor
(healthy food), is further achieving
break-through positioning of Esselunga as a food retailer. This is
thanks to its first special campaign aimed at children through an
unbranded and 100% eco-friendly range of products.
⋆

APRIL 2020 Loyalty Magazine

34 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Best Loyalty Programme of the Year – Travel & Experiences
Pathé All Stars: Feel Like a Movie Star – Pathé / Magneds
Pathé Cinemas, market leader in The
Netherlands, presents for the first time
in cinema business, a layered reward
programme called Pathé All Stars. Going
far beyond just collecting points, Pathé
creates a memorable experience for their
members during every visit across their
whole journey. An interactive video to
reduce the number of questions to Customer Service resulted in
high customer satisfaction and an effective customer contact
strategy.
⋆
Picture Your Next Destination – Again. More sales and a higher
ROI – TravelCo Nordic
We took our 2018 award winning
“picture your next destination”
programme to the next level by turning
it into a series of integrated initiatives
with more partners and more
dimensions but maintaining the core
foundation of innovative use of CRM
and gamification. The overall objectives
were to: improve company image, increase the propensity for
future sales and loyalty and convert loyalty into sales in a
profitable way (ROI).
⋆ BolBol – Pegasus Airlines
The World’s Most Generous Rewards Programme
– Wyndham Rewards
Wyndham Rewards is
Wyndham Hotels & Resorts’
loyalty programme with
approximately 81 million
members. It is designed for
the everyday traveller,
members earn a guaranteed
1,000 points with every
qualified stay and may redeem points for a wide-range of
rewards, including free nights at any of approximately 9,300
hotels or tens of thousands of vacation club resorts and vacation
rentals globally.
⋆ delivered exceptional
Loyalty Magazine APRIL 2020
Launch of Airline Agnostic Miles Accrual & Redemption
– InterMiles
InterMiles (previously known as JetPrivilege)
became an airline agnostic platform where
members can earn and redeem InterMiles
against 250+ Airlines and across 8000+
destinations, with an objective to have a unique
proposition, allowing members to redeem 100%
miles to book free flights and vacations and
realise the value of the programme.
⋆
Driving engagement and customer lifetime value through
redemptions – Radisson Hotel Group / Collinson
The automation of repetitive
tasks continues to be a holy
grail, but we took on the
challenge of whether we could
automate the build of our
client’s email marketing
communications. The answer?
Reducing the construction of highly dynamic and complex email
communications from a full day to a single minute.
⋆
Going beyond a points-based loyalty programme: Pegasus
Beyond a classic points-based loyalty
approach, BolBol aims to provide its
members with the best travel experience, so
in 2019 we focused on growing our member
base, members’ penetration of digital
channels, and members’ points accrual by
increasing flight-related activities, marketing
and our partner network with impressive
results.
⋆
Shell revolutionises the service station loyalty experience in
China – Shell China / Wunderman Thompson
In 2019 Shell launched its
new loyalty programme that
customer experience and
value to its customers. Loyalty
customers enjoyed the
benefits of frictionless
identification and payment using digital channels. From car plate
recognition to QR codes and gamification, Shell set itself apart
from all of its competitors.
⋆
RE-NAMED FOR 2020
Best Use of Mobile & Social
First Complete Smart Loyalty Programmes Integrator App
– Yudonpay
Yudonpay is an application that allows to digitize all
loyalty cards and gather them inone virtual wallet. It
also provides real-time point balance information
and expiry dates. This way, users know how to
redeem their points, and how to take advantage of
the best rewards and discounts from their favorite
loyalty clubs. Currently more than 600 loyalty clubs,
national & international, in 7 Countries, are
integrated into one app for our customer.
⋆
Exclusive loyalty programme to reach end customers
– Samsung Galaxy Club / PINS
An innovative collaboration between PINS
and Samsung, a non-retail partner, to
reach and reward end-customers without
the involvement of retailers. Samsung
Galaxy Club – a targeted cutting-edge
extension to the existing PINS loyalty app meant to enhance the
exclusive travel experience for Samsung Galaxy Club members.
⋆
Qitaf Tamayouz Programme, the exclusive tier-based
programme for our HVCs – Saudi Telecom Company (STC)
STC is the leading telecommunication services
provider in the region. STC’s loyalty programme,
Qitaf, is one of the largest loyalty programmes
in the region, serving close to 15 Million
members, with 60+ Partners representing 170+
brands, with 4,000+ branches across Saudi
Arabia, connected to reward and satisfy our members’ needs. It
achieves more than 50% engagement with the programme
benefits which has a positive impact on churn rates, improved
programme CSI scores and has increased unique external earner
customers generating non-telco revenue by 300% YoY.
⋆ “Commemoration Of Ataturk & Youth
VOXI Drop – VOXI / TMW / Mando-Connect
VOXI Drop is a new kind of loyalty programme;
tearing up the loyalty rulebook. VOXI Drop is
inspired by youth culture, streetwear brands
and ‘drop culture’. Instead of a traditional
“points based” loyalty scheme we offer
spontaneous limited ‘drop releases’ to drive
brand love, word of mouth and keep Gen Z coming back for more.
⋆
Orange & Stampix delight customers with personal photos!
– Orange Belgium / Stampix
Most consumers have thousands of photos
stuck on their smartphones, but when it comes to
printing them it’s always a hassle. Which photos
to select? What format? Which supplier? These
are the main barriers for people to print their
photos. Telco operator Orange Belgium wanted
to solve this problem for its customers in the
Holiday season, and reward their loyalty with
free photo prints. Fast, Fun and 100% free.
⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 35
KoçAilem Close Group Privilege Platform launched
– KoçAilem Mobile
KoçAilem, which is Turkey’s first and largest
closed group privilege platform, developed
KoçAilem Mobil for its members to easily access
the privileges offered by more than 200 brands
from anywhere. With KoçAilem Mobil, special
discounts, family memberships, second-hand
sale adverts and many other privileges became
easily accessible.
⋆
Vans Builds Authentic Connections and Engages Fans with
Personalized Experiences – Vans / Cheetah Digital
Vans Family is an interactive and intuitive
loyalty programme designed to recognize,
reward and celebrate fans for who they are and
what they like to do. Vans Family allows us to
get to know consumers by observing behaviours
and offering tailored experiences, unique
products and services, and personalized brand interactions.
⋆
Pathé All Stars: feel like a movie star – Pathé / Magneds
Pathé Cinemas, market leader in The
Netherlands, presents for the first time in
cinema business, a layered reward programme
called Pathé All Stars. Going far beyond just
collecting points, Pathé creates a memorable
experience for their members during every visit
across their whole journey. An interactive video to reduce the
number of questions to Customer Service resulted in high
customer satisfaction and an effective customer contact strategy.
⋆
The Youngest Digital Map of Turkey – GNC Turkcell
May 19 is a national day celebrated as
And Sports Day” in Turkey. In 1919,
Ataturk gifted this special day to Turkish
youth and 2019 was the 100th year of
this special day. Our aim was to incorporate young customers into a
unique & creative campaign and to offer them special content to
increase interaction and share on social media. We created the
“youngest” digital map of Turkey and developed a special platform
on GNÇ app to enable users to put their special digital signatures.
⋆
Empowering shoppers to lower their carbon foot print via card-
linking – Almond / Fidel AP
Almond is the first app that empowers anyone
to become carbon balanced by helping them to
'BuyBetter, Act Better and Offset the Rest'. They
have partnered with ethical retailers to
encourage more sustainable shopping patterns.
Consumers link their payment card using Fidel’s
API; when they spend in participating locations, offset coins are
awarded automatically and converted into trees planted by
Almond’s charity partners.
⋆
APRIL 2020 Loyalty Magazine
36 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Best New Loyalty Launch of the Year
Shell revolutionises the service station loyalty experience in
China – Shell / Wunderman Thompson
In 2019 Shell launched its new loyalty
programme that delivered
exceptional customer experience and
value to its customers. Loyalty
customers enjoyed the benefits of
frictionless identification and payment using digital channels.
From QR codes and gamification, Shell set itself apart from all of
its competitors.
⋆ ⋆
Crowning a new Emperor as part of a majestic marketing
campaign – Unser Ö-Bonus / DataLab
The jö Bonus Club was created as an Austrian
multi-partner loyalty programme designed to
address the issue of excessive loyalty
programmes in the country, while increasing the
benefits for consumers. A new Emperor as a
vehicle, majestic benefits for the people.
⋆ 200,000 members, MUSE seeks to build emotional loyalty with its
myLakeland growing customer loyalty and sales – Lakeland /
Go Inspire Group
The Lakeland brand is extremely strong and
loved by its customer base but the retailer
was struggling to find ways to improve a
very low shopping frequency. A programme
was devised that included personalised
offer packs, incentive programmes for retail
and staff, plus strong marketing partnerships with events
including the BBC Good Food Show with impressive results and
strong customer insight.
⋆ customer tenure, and does not require any points.
IBL Group launches wiiv Rewards, Mauritius’s first multi-partner
loyalty programme – wiiv Rewards / IBL Group
wiiv Rewards, the loyalty programme of
IBL Group, is the first multi-partner loyalty
programme in Mauritius, encompassing a
wide range of industries from retail and
hospitality to pharmaceutical and
financial products. This points-based & discount programme
offers members access to a suite of lifestyle benefits which in
turn, encourages cross-sell within the IBL group. Y1 targets were
exceeded within 3 months of inception.
⋆
'Meera Rewards' Loyalty Programme – Al Meera Consumer Goods
/ AIMIA
Al Meera is a leading Qatar
community grocery retailer with over
52 branches consisting of
supermarkets, hypermarkets and convenience outlets, many are
neighbourhood stores. With a vision “To be the favourite
neighbourhood retailer in 2020,” Al Meera launched a loyalty
programme in December 2018. With a focus on family and
rewarding its customers, Al Meera is on its way to becoming
Qatar’s favourite loyalty programme.
⋆
Loyalty Magazine APRIL 2020
First Instant Loyalty Promotion in Asia – Carrefour China /
BrandLoyalty
To celebrate the 24th anniversaries of
Carrefour China and Toy Story,
BrandLoyalty teamed up with Disney to
launch its first Instant Loyalty Promotion
in China. Built around Toy Story 4
'Micropopz' giveaways, the omnichannel
programme focused on increasing traffic, digitally enhancing
customer loyalty, and creating a magical retail experience.
MUSE: Rewarding loyalty with luxury experiences
– Chalhoub Group
MUSE is an app-driven experience
programme that goes beyond
collecting points. Members can access
curated fashion, lifestyle and beauty
experiences like styling sessions, make overs and benefits
designed to make the shopping journey frictionless. With over
members via experiences.
⋆
On a mission to thank our customers – Sky Germany /
Loyalty Prime
With “Extra” Sky has launched an
innovative, engaging and very
emotional customer loyalty
programme – acquiring 1 million
members within 12 months and
providing 350 unique events and experiences to 60.000 of its
members. The programme works exclusively with tiers, based on
⋆
Share Rewards Programme – Majid Al Futtaim
On 19 September 2019, Majid Al Futtaim
introduced a new paradigm in loyalty programmes
with their unified offering called SHARE. Members
have the breadth of Majid Al Futtaim's ecosystem
at their fingertips. With over 2,300 stores, across 17
shopping malls and beyond, to earn, redeem and
benefit from. The possibilities with SHARE are
endless.
⋆
Liwa Stores pioneers new customer loyalty programme for
franchise retailers, brands and shoppers – Liwa Stores / Coniq
Coniq helped Liwa Stores create an
industry leading loyalty programme
with over 130,000 engaged members,
resulting in increasing Average
Transaction Value (ATV) uplift of over 100%, all within the first six
months.
⋆

Best Coupon / Voucher Based Loyalty Programme – Virtual or Paper
Real-time Geotargeting Notification Campaign
– vouchercloud / Plot Projects
The vouchercloud app (8M
downloads) and Plot
Projects location technology
combined both traditional and online retail experiences to drive
revenue for Currys PC World with a performance marketing
campaign for the game ‘Red Dead Redemption 2’. By offering an
exclusive promotion code delivered through push notifications via
the vouchercloud app, sales went through the roof by a
staggering 414.5%.
⋆ Cendris Coins Employee Loyalty Programme – A Loyalty
SIM Coupon Collect Campaign – Turkcell
SIM Coupon Collect Campaign is
a Turkcell’s loyalty campaign
primarily for women launched
in March 2019. It is offered through Turkcell’s segment application
SIM that is special for women segment. Customers can earn data
gifts by just logging into the application and collecting the
coupons that are uploaded every day.
⋆ customer’s needs. The Cendris Coins Employee Loyalty
"Handy-at-Home" – BP Europe/ Motisha / Boost Loyalty
“HANDY-AT-HOME” was last year’s
multi-channel short-term loyalty
campaign launched by Boost Loyalty &
Motisha, enabling BP consumers to
save up for 50% discount on Princess-
Household products – exclusive
Black-Label line. The integration of the existing Freebies long-term
Loyalty Card programme can be highlighted as key differentiator,
resulting in an evidential increase of revisits, an extraordinary
conversion-rate and a significant amount of BP Freebies redeemed.
⋆ ⋆
Scratch-to-win game keeps members coming back – Primera
/ m–wise / TBWA\X
With over 500 stores and an average of
825,000 customers per week, Primera is the
largest convenience store chain in the
Netherlands. In 2019, Primera transformed
its traditional savings card system into a
mobile loyalty programme with
gamification at its core in the form of a daily
scratch-to-win game.
⋆
Know Your IBM – IBM / Motivforce
Know Your IBM rewards SME resellers in
IBM’s B2B global distribution channel
for their commitment to completing
IBM product educational activities and
selling specific solutions. Know Your
IBM’s combination of e-learning,
gamification and incentives in 2019 meant participants
generated over 10 times more sales/revenue for IBM than
non-participating firms.
⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 37
Pathé All Stars: a new chapter for loyal film lovers – Pathé /
Magneds
Pathé Cinemas, market leader in The
Netherlands, presents for the first time in
the cinema business, a layered reward
programme called Pathé All Stars. Going far
beyond just collecting points, Pathé creates a
memorable experience for their members
during every visit across their whole journey.
⋆
Currency that enabled an organisational transformation
– Cendris / Touch Incentive Marketing
With over 3,000 employees, Cendris
carries out contact centre activities for
medium and large clients. In an
increasingly tough market, Cendris had
to distinguish itself from competitors
and invent creative solutions to recruit
and engage employees to meet
Programme was one of the key drivers to enable this.
⋆
Mobile Gift Centre – Turkcell
Turkcell Gift Center is a new “loyalty
hub” within Turkcell’s existing
self-service app “Digital Operator”. It
is a dynamic, engaging and attractive
hub that infuses real-time analytics
with gamification to engage
customers and offers a 360-degree view of all existing and new
rewards/incentives that they are (or could be) eligible for.
Platinum Black – Turkcell
Turkcell Platinum, the premium
loyalty programme of Turkcell
welcomed a new and enhanced
tier to the family; Turkcell
Platinum Black! which was launched in order to meet the needs
of existing customers attached to their phones, build a stronger
relationship with them and attract new high consumption
consumers while using company resources smartly.
⋆
APRIL 2020 Loyalty Magazine
38 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Best B2B Loyalty Programme
First Complete Smart Loyalty Programmes Integrator App
– Yudonpay
Yudonpay is an application that digitizes all
loyalty cards and gather them in one virtual
wallet. It also provides real-time point balance
information and expiry dates. This way, users
know how to redeem their points, and how to
take advantage of the best rewards and
discounts from their favourite loyalty clubs.
Currently more than 600 loyalty clubs, national
& international, in 7 countries, are integrated
into one app for our customers.ountries, are
integrated into one app for our customers.
⋆ – Cendris / Touch Incentive Marketing
proPoints – the European automotive B2B Coalition Programme
– ZF Group / Loyalty Prime
With 'proPoints' ZF operates
one of the main B2B
automated automotive
loyalty programmes in
Europe. The programme was
launched in 2011 and has continuously evolved ever since. Within
the last years ZF moved its programme to a new technology
platform, integrated two partners and added cash-back to make it
more interesting for its members.
⋆
Know Your IBM – IBM / Motivforce
Know Your IBM rewards SME
resellers in IBM’s B2B global
distribution channel for their
commitment to completing IBM
product educational activities
and selling specific solutions.
Know Your IBM’s combination
of e-learning, gamification and
incentives in 2019 meant participants generated over 10 times
more sales/revenue for IBM than non-participating firm.
⋆ capabilities have significantly grown since its launch. UK, Australia
Leap – Lenovo / Motivforce
An agile B2B programme that
drives the loyalty of Lenovo’s
channel partners globally in
selling Lenovo server solutions.
A key 2019 objective was to
support Lenovo’s product
training objectives. LEAP 2019
participants generated 10.9
time more revenue for Lenovo than non-participants and
13.6timesmore if they engaged in LEAP’s learning activities.
⋆
Loyalty Magazine APRIL 2020
Dulux Trade Paint Expert – AkzoNobel / m–wise
AkzoNobel, experts in
making paints and
coatings, is passionate
about delivering the
high-performance products and services their customers expect.
Now the company can help decorators make a professional
impression in every aspect of their business with Dulux Trade
Paint Expert, a highly effective B2B CRM initiative.
⋆
Cendris Coins Employee Loyalty Programme – A Loyalty
Currency that Enabled an Organisational Transformation
With over 3,000 employees,
Cendris carries out contact centre
activities for medium and large
clients. In an increasingly tougher
market, Cendris had to distinguish
itself from competitors and invent
creative solutions to recruit and
engage employees to meet
customer’s needs. The Cendris
Coins Employee Loyalty Programme was one of the key drivers to
enable this.
⋆
Locking in Loyalty – Dentsply Sirona Rewards / Stream
Dentsply Sirona is a leading
provider of professional dental
products and technologies. In
October 2019 ten years after
the original loyalty programme
started in the UK the new
Loyalty Stream product
launched in the USA and
Canada where it was battling with the challenge of having
multiple ERP systems. The introduction of the loyalty platform
enabled a single customer view. Reports and dashboard
& New Zealand will follow in 2020.
⋆

Best Corporate Social Responsibility (CSR) Initiative Linked to Loyalty
Creating a healthy tomorrow for Australian kids – Coles /
BrandLoyalty
To help families In Australia
develop healthier eating habits,
supermarket chain Coles ran a
promotion offering Fresh
Stikeez–small, fruit-shaped
characters –as giveaways. The
cute Fresh Stikeez quickly
became a hype throughout the country. They improved Aussie
kids' eating habits, increased Coles' turnover, and powerfully
linked the supermarket brand to fresh, family food.
⋆ My Gem Inside – Turkcell
Super Foodies, an eco-sustainable way to have fun with content
– Esselunga / Boost Italia
Super Foodies, in addition to
being recognised as
intrinsically appealing and
playful but educational
content (healthy food), is
further achieving break
through positioning of Esselunga as a food retailer. This is thanks
to its first special campaign aimed at children through an
unbranded and 100% eco-friendly range of products.
⋆
Mary had a Little Lump (Breast Cancer Awareness Campaign)
– GEMS Education, Mediclinic & Think Aware
A breast cancer awareness campaign
called ‘Mary had a Little Lump’ touched
the hearts of the GEMS community.
Through a children’s flipbook, in
conjunction with a local clinic, we were
able to give parents a strong call to
action: For mothers to book a
mammogram. For GEMS Education, this
meant that we had engaged our community towards a crucial,
and sensitive subject.
⋆ We believe providing access to technology
‘Samen Greenchoice’ Loyalty Programme – Enabling and
Rewarding Sustainable Behaviour – Greenchoice /
Touch Incentive Marketing
Greenchoice is the largest brand
and supplier in the Netherlands
when it comes to sustainable
energy. While a part of the
customers are loyal, in 2018 a
significant number of new
customers churned in the first year.
Still within its first year of operation, Samen Greenchoice is well
underway to reducing this churn.
⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 39
TunçiGenç's dream becomes real with Turkcell 5g – Turkcell
TunçGenç, who has muscular discomfort, is
one of the biggest fans of Trabzonspor. His
biggest dream was to score a goal for
Trabzonspor one day. We wanted to realize
Tunç's dreams to show how 5G technology
will remove the limits. In order to introduce
such technology, we wanted to make a little
kid's dreams come true. Then we planned all our work and
infrastructure accordingly.
⋆
My Gem Inside is an
internationally certified
educational game
developed under the
supervision of child psychologists and teachers to provide
accessible education for children with autism. Support is provided
by starting education early such that they can have education not
just in special education schools but also in inclusive schools,
which are more beneficial for their development. The app quickly
reached 30K users. The game is played by more than 400,000
participants a month.
⋆
Smile Social Benefit Platform – Turkcell
“Smile Social Benefit
Platform” is a new AI
technology-based platform
that include social
responsibility projects to
create loyalty by linking
them with the smile
emotion. The first part of it is “Spread the Smile” which is for
animals. The second phase called “Spread the Green” is for nature.
⋆
Whiz Kids Project – Turkcell
is the first step towards digital inclusion.
In an effort to support youth and children,
enabling them to find suitable
educational opportunities for themselves;
Turkcell rolled up its sleeves for the
development of all the students as well as
exceptionally talented ones, Turkey's
greatest assets, through a mobile education platform. New courses
in Engineering, Aerospace, Internet of Things and Artificial
Intelligence will be available in the mobile application in 2020.
⋆
APRIL 2020 Loyalty Magazine
40 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Best Short Term Loyalty Initiative
“Handy-at- Home” – BP Europe / Motisha / Boost Loyalty
“HANDY-AT-HOME” was last year’s
multi-channel short-term loyalty
campaign launched by Boost Loyalty &
Motisha, enabling BP consumers to
save up for 50% discount on Princess-
Household products –exclusive
Black-Label line. The integration of the existing Freebies long-term
Loyalty Card programme can be highlighted as key differentiator,
resulting in an evidential increase of revisits, an extraordinary
conversion-rate and a significant amount of BP Freebies redeemed.
⋆
Der große emoji® Sammelspaß – ALDI SÜD and ALDI Nord
Germany / Boost Deutschland
“Der große emoji® Sammelspaß” was
the first ever combined ALDI SÜD and
ALDI Nord short-term loyalty approach
in Germany, running in over 4100
stores. Novum: digital solution
connected classic family collectibles approach & digital
experience resulting in higher shopping frequency and spends
while featuring an eco-friendly packaging.
⋆ Little Chefs: Connecting with children by adding more flavour to
emoji® Conquers Switzerland for the Third Time
– COOP Switzerland / Boost Group
After the incredible emoji® campaigns
in 2017 & 2018 Boost continued its
success story with the 3rd loyalty
campaign at the leading Swiss retailer
COOP in 2019. With “emoji® Summer”
Boost combined innovative products and the emotional license
emoji® to a “must-have” outdoor assortment for the whole
family.
⋆ – Orange Belgium / Stampix
Super Foodies, an eco-sustainable way to have fun with content
– Esselunga / Boost Italia
Super Foodies, in addition to being
recognised as intrinsically appealing
and playful but educational content
(healthy food), is further achieving
break through positioning of
Esselunga as a food retailer. This is thanks to its first special
campaign aimed at children through an unbranded and 100%
eco-friendly range of products.
⋆ Picture Your Next Destination – Again! More sales and a higher
Creating a healthy tomorrow for Australian kids – Coles /
BrandLoyalty
To help families In Australia develop
healthier eating habits, supermarket
chain Coles ran a promotion offering
Fresh Stikeez–small, fruit-shaped
characters –as giveaways. The cute
Fresh Stikeez quickly became a hype throughout the country. They
improved Aussie kids' eating habits, increased Coles' turnover, and
powerfully linked the supermarket brand to fresh, family food.
⋆
Loyalty Magazine APRIL 2020
Star Wars conquers Europe in a unique loyalty programme
– Kaufland / BrandLoyalty
Through its 'Mastering the Force'
programme, Kaufland harnessed the
power of Star Wars to thrill families using
its supermarkets in 8 European countries
over Christmas 2019. This multimedia
Instant Loyalty Promotion achieved the highest level of Instant
Loyalty by creating a whole new generation of Jedi Masters excited
by its space-age rewards and the retail brand offering them.
⋆
Little Checkers: Building customer loyalty brick by brick
– Checkers / UNGA
In Q1 2019, UNGA and Checkers ran a very
successful ‘Little’ campaign in South Africa:
Little Checkers. The campaign had customers
lining up in front of supermarkets to collect the
35 different building block packs, which built
into a complete Checkers store. Little Checkers
brought families together to play, learn and build.
⋆
their life – PLUS / UNGA
In September 2019, UNGA launched
Kruiden Sjeffies with PLUS in the
Netherlands. From the famous parsley to
the less known yellow mustard herb, loyal
families of shoppers collected 20 different seedling kits. Cheerful
characters introduced children to new ingredients in a playful
way, teaching them how to grow herbs and eat healthy.
⋆
Orange & Stampix delight customers with personal photos!
Most consumers have thousands of photos
stuck on their smartphones, but when it comes
to printing them it’s always a hassle. Which
photos to select? What format? Which supplier?
These are the main barriers for people to print
their photos. Telco operator Orange Belgium
wanted to solve this problem for its customers
in the Holiday season, and reward their loyalty
with free photo prints. Fast, fun and 100% free.
⋆
ROI – TravelCo Nordic
We took our 2018 award winning “picture
your next destination” programme to the next
level by turning it into a series of integrated
initiatives with more partners and more
dimensions but maintaining the core
foundation of innovative use of CRM and
gamification. The overall objectives were to: improve company
image, increase the propensity for future sales and loyalty and
convert loyalty into sales in a profitable way (ROI).
⋆
NEW CRITERIA FOR 2020
Best Long Term Loyalty Programme
proPoints – The European B2B Coalition Programme
– ZF Group / Loyalty Prime
The B2B loyalty programme
Automotive Diamonds
was launched by TRW
in 9 European countries in
2011 and continuously
evolved ever since. Within the last years TRW, today ZF, moved its
programme to a new technology platform, integrated 2 partners
and added cash-back to make the programme more interesting
for its members.
⋆ extension for 3 more weeks, with 3 more digital applications and
La Place Extra’s just gets more rewarding with time
– La Place / m–wise / TBWA\X
Launched in 2014, La Place Extra's is the loyalty
programme of Dutch restaurant chain La Place.
Customers are rewarded with one of 40+ free
extras at every visit, ranging from discounts to
free products. The extras are personalised too–
the more a member visits, the more relevant the
rewards become.
⋆ ⋆
Know Your IBM – IBM / Motivforce
Know Your IBM rewards SME
resellers in IBM’s B2B global
distribution channel for their
commitment to completing IBM
product educational activities
and selling specific solutions.
Know Your IBM’s combination
of e-learning, gamification and
incentives in 2019 meant participants generated over 10 times
more sales/revenue for IBM than non-participating firm.
⋆ platform enabled a single customer view. Reports and dashboard
STC Qitaf Loyalty Programme, the largest loyalty programme in
KSA ! – Saudi Telecom Company (STC)
STC is the leading telecommunication
services provider in the region. STC’s
loyalty programme, Qitaf, is one of the
largest loyalty programmes in the region,
serving close to 15 Million members,
with 60+ Partners representing 170+
brands, with 4,000+ branches across
Saudi Arabia, connected to reward &
satisfy our members’ needs. It achieves more than 50%
engagement with the programme benefits which has a positive
impact on churn rates, improved programme CSI scores and has
increased unique external earner customers generating non-telco
revenue by 300% YoY.
⋆
THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST 41
Senyapdiye – Turkcell
To celebrate Turkcell’s 25th year
anniversary, a 6-week game-
based solution was created with
each week of the campaign
owned by a different Turkcell
digital service. Specific tasks on
the digital app were set each
week. Customers could get up
to 25GB during the six weeks by joining the game plus gifts when
specific tasks were complete. Great customer demand led to an
3GB/week gift.
⋆
Platinum Black – Turkcell
Turkcell Platinum, the
premium loyalty
programme of Turkcell
welcomed a new and
enhanced tier to the family;
Turkcell Platinum Black! which was launched in order to meet the
needs of existing customers attached to their phones, build
stronger relationship with them and attract new high
consumption consumers while using company resources smartly.
Locking in Loyalty – Dentsply Sirona Rewards / Stream
Dentsply Sirona is a leading
provider of professional dental
products and technologies.
In October 2019 ten years
after the original loyalty
programme started in the
UK the new Loyalty Stream
product launched in the
USA and Canada where it was battling with the challenge of
having multiple ERP systems. The introduction of the loyalty
capabilities have significantly grown since its launch. UK, Australia
& New Zealand will follow in 2020.
⋆
APRIL 2020 Loyalty Magazine
42 THE LOYALTY MAGAZINE AWARDS 2020 : THE SHORTLIST
Regional Champions of the Year
T he Regional Loyalty Champions of the
Year awards are presented to those
companies and programmes that stand
out in comparison to others within their
geographical region. All submissions to
The Loyalty Magazine Awards are entered,
and the regional champions are chosen
on merits within their area of operation.
Sponsor
Personality or Organisation of the Year
Loyalty 30 under 40
40 THE LOYALTY MAGAZINE AWARDS 2019 : 30 UNDER 40
30 UNDER 40
Loyalty Royalty 2019 announced!
C hoosing the 30 Under 40 Rising Stars of Loyalty is one of the toughest jobs of the year for the team
tasked with this unenviable job. But we finally did it, and are proud to announce the following list, of
this year’s Loyalty Royalty! Stand by to be amazed by the calibre of their achievements.
For the second year, we have been overwhelmed by how much incredible talent is coming through in
our industry, and we are only sorry we had to stop at a list of just 30 Rising Stars. These are the competent
professionals who will be reinventing, transforming and recreating the global loyalty business. It will be
very exciting to watch. We are really proud to once again celebrate such an outstanding list.
In no particular order, The Loyalty Magazine Awards 30 under 40 for 2019 are:
Julian Griessl
Director CRM international, Douglas
Julian has made a career out of customer
centricity. With experience on technology projects in retail,
hospitality and mobility sectors, such as Lufthansa's Miles &
More programme and the Deutsche Bahn's BahnCard he is
now director of International CRM for European beauty retailer
Douglas with a turnover of €3.3bn, playing a fundamental role in
Douglas' strategic realignment.
Omar Rafii
Co-founder and CEO, Krowd
Omar spearheaded the development of the
Krowd offer bidding platform. An industry first, this platform
brings 'Google Ad Sense' to the offline world by providing
personalised card linked offers, allowing retailers to increase
customer acquisition and retention and card issuers to increase
usage. Using card transaction data as well as a knowledge graph
of hundreds of millions of external data points, Krowd allocates
hyper targeted retail offers to consumers.
James Curry
Manager product design,
Emirates Skywards
James’ work focuses on the monetisation of loyalty currency
for airline Emirates and the recognition of the true value of
rewards. He recently led the team to deliver growth in direct
ancillary revenues of >140% through an enriched and enhanced
‘Buy Miles’ product suite, launched ‘targeted and segmented’
paid tier offerings, leveraging predictive modelling to maximise
conversion and launched Skywards ‘My Family’.
Loyalty Magazine JUNE 2019
LM23_D.indd 40-41
Loyalty Magazine APRIL 2020
Sponsored by
Bridgette Walker
Partnerships & insight manager,
AccorHotels, Northern Europe
Bridgette is a huge advocate of loyalty for improved guest
experience, particularly focused on developing outstanding
partnerships to create incredible rewards and experiences and
the smart use of data and insight to get loyalty right. In 2018 she
achieved the first partnership between AccorHotels and Eurostar;
offering Club Eurostar members free hotel stays and exclusive
benefits.
Christine Mayston
Group partner director, Nectar Loyalty
Nectar Loyalty (previously owned by Aimia
Inc) is the in-house loyalty agency for UK retailer Sainsbury’s.
Christine has held positions in new propositions, as head of
rewards and now leads the Group and B2B partnerships team
delivering £170m in revenue per annum. Her current focus
is supporting three key projects: a full programme rebrand, a
transformative B2B strategy and the launch of a new partner.
Can Taşçıoğlu *2018 Winner*
Systems coordinator, Interlink
Can introduced a social responsibility element
to the Interlink loyalty programme in Turkey, whereby customers
can donate their points to good causes if they wish. 49 brands
in the Interlink catalogue now take part. Can hopes to take his
social responsibility project worldwide via Interlink international
business partners, and doesn’t mind if it is copied by competitors
as it is for good causes.
The regional definitions for 2020 are:
• Western Europe – defined as all countries within the European Union plus
Switzerland, Norway, Iceland, Liechtenstein etc
• Central and Eastern Europe – including Russia and Turkey
• The Middle East and Africa – including Iran, Iraq, Israel, Jordan, Saudi Arabia, Syria,
Lebanon and the Gulf States
• Asia – including Australia, New Zealand, the Indian sub-continent and all areas East
• The Americas – including Alaska, Canada and all countries in North, Central and
South America, and the surrounding islands and territories
T he Loyalty Magazine Awards are now in their ninth year and in 2020, the winner of the
Personality or Organisation of the Year will join an outstanding Hall of Fame. Winners
from perevious years include Sir Keith Mills, founder of Air Miles and Nectar, Sir Terry Leahy,
who was instrumental in launching Tesco Clubcard; Helene Brand, marketing and CSI
manager for Woolworths, owner of MySchool MyVillage My Planet, of South Africa;
Turkcell, a company with loyalty in its DNA; Colin Evans, founder of Collinson; Bryan
Pearson, philosopher, loyalty guru and author of The Loyalty Leap and last year Gavin
Hawthorn, for his work on the industry standard Pets at Home loyalty programme.
There is still time for you to make a nomination. Send your proposal to
annich@theloyaltymagazineawards.com
T he 30 Under 40 list of Loyalty Royalty is getting harder to choose every year as an
increasing number of people each year want to be on it!
We have now closed the list and will soon begin the difficult task of choosing the final
30 from what is always an outstanding bunch of high achievers.
All of those who make the list are invited to join our 30 Under 40 LinkedIn Supergroup of
Loyalty Royalty plus they will be awarded a special certificate.
How good must it feel to make it onto the 30 under 40 – Most Influential People in Loyalty
list? Only a few know. What is staggering is that some have made the list more than once!
The full list will be published in the Winners Edition of Loyalty Magazine and at
www.theloyaltymagazineawards.com
THE LOYALTY MAGAZINE AWARDS 2019 : 30 UNDER 40 41
Beatriz Ramos
Managing director, BrandLoyalty Brazil
Ewa Gugalka
Head of loyalty, Inspire Europe
Beatriz is recognised as a trailblazer in Brazil’s Ewa brings a strong client focus, innovative
loyalty industry, having created highly successful signature short-
term loyalty programmes for major food retailers in the country
and meeting the aspirations of Brazilian consumers to literally
thinking and more than seven years of experience to her role
as head of loyalty at Inspire. Ewa created the first global Halal
Dining programme that rewards customer loyalty in New York,
transform “loyalty” in Brazilian retail. Currently, BrandLoyalty London, Frankfurt, Munich and Paris as well as a pioneering sub-
Brazil has had a CAGR of 75% growth since its start in the market Saharan loyalty dining programme which operates with more
under Beatriz’ leadership, representing US$50m in revenue and than 100 partners across 7 African countries.
with forecast growth of 50% for next year.
Sean Carrigan Charlie Casey *2018 Winner*
Head of Times+, The Times and Co-founder & CEO, LoyaltyLion
The Sunday Times
Charlie took on the enormous challenge
Sean has been instrumental in creating a loyalty programme of creating innovative loyalty & engagement software for
which is a key reason for the retention of 45,000 subscribers, ecommerce. When he started, loyalty programmes were inclined
providing over £9m in revenue per annum in the challenging to neglect customers' social activity. Charlie noticed and included
print media business. He brings together retention and it within his loyalty platform so stores could reward Facebook
brand differentiation, with offers from the everyday to the 'likes,' as well as referrals and purchases. A recent innovation is
extraordinary. This has directly impacted the bottom line because 'instant points' – the ability to earn points before checkout. This
those he is engaging with have a 20% lower churn rate. has increased the average order value of stores by 36%.
Aoife Sheridan Murat Malci
Loyalty partner specialist, Three Ireland Youth segment brand manager, Turkcell
3Plus is the loyalty programme for Three Murat has focused his career on engaging with
Mobile customers in the Republic of Ireland. In under three young people. With Okey, a leading condom maker and then
years, Aoife doubled the members and completely reversed the with Turkcell, working on the Crack an Egg and the GNÇ app.
business model for partner offers, converting it to a paid media This was downloaded 2.5 million times in the seven months
platform that is loved by brands and consumers alike. Given the since launch. Murat has led two transformations of GNÇ and
success of Aoife's work, Three Ireland is now further investing in organised more than ten campaigns.
usability enhancements, loyalty platform improvements as well
as direct customer recognition and rewards.
Sherry George Kellen Fitzgerald
Head of customer loyalty, Director of marketing, digital & client
Titan Company, India experience, Tarte Cosmetics
Sherry has spent the last 14 years in learning, planning and Kelley has driven substantial change, success, and business
implementing loyalty programmes within the retail automobile growth for tarte.com. In late 2017, she led the relaunch of
and FMCG sectors. He is currently head of the unified customer tarte ♥ rewards, and in 2018, added over 1 million loyalty
loyalty programme for the Indian retail conglomerate Titan members in one year with a higher lifetime value of US$153 vs
Company across categories including jewellery, watch, eyewear non-loyalty member LTV of US$115. The first-ever loyalty month
& Indian ethnic wear for 1,700+ retail showrooms in India. brought 300k+ new loyalty members. 50% of August 2018
revenue was driven by loyalty members.
JUNE 2019 Loyalty Magazine
14/02/2020 11:53
42 THE LOYALTY MAGAZINE AWARDS 2019 : 30 UNDER 40
Wouter van Horssen
Manager, customer loyalty for ING,
Netherlands
When Wouter joined the ING Rentepunten programme in 2015
it was in severe decline and real change was needed. He devised
a loyalty programme evolution from a savings-only loyalty
scheme into an ING broad programme. Points are now awarded
for usage of the savings account, debit card, credit card, mobile
banking app and mobile payments, with much greater customer
satisfaction.
Jessica Rose
Head of CRM, VIP team, Pets at Home
Jess has been responsible for shaping the tone
and style of the entire VIP Pets At Home programme which now
has over 7 million members, 16 million pets and penetrates over
50% of UK pet-owning households. Pets at Home has won four
Loyalty Magazine Awards. Jessica is currently taking the scheme
to the next level by developing sub-clubs, and works tirelessly to
promote responsible pet ownership.
Michelle Williams
Senior product owner, loyalty & reward
(VeryMe Rewards), Vodafone
Michelle led the team to develop and deliver Vodafone’s new
VeryMe loyalty programme, for pay monthly, pay as you go and
small business customers, creating a huge cross-functional team
which is a major shift for the Vodafone business. In her past
roles Michelle specialised in creating propositions for specific
segments including a partnership with Disney for The Lion King –
UK and Ireland Tour.
Chris Kula
Director, loyalty marketing,
TLC Marketing Worldwide
Chris is the loyalty director for TLC Marketing in the US based in
Chicago. He has been instrumental in bringing the PureLoyalty
brand to America, especially with American Family Insurance
DreamKeep Rewards. Chris is a true believer in loyalty done the
right way, which means building an engagement ecosystem with
frequent and positive touchpoints that reinforce brand values.
Loyalty Magazine JUNE 2019
LM23_D.indd 42-43
Maths Mathisen
CEO & co-founder, HOLD, Norway
Maths is one of the three co-founders of a
smartphone app called HOLD. Originally from Norway, the HOLD
app was conceived for university students when Maths and his
co-founders realised the power of rewards to change behaviour,
and built an app to do just that. It recently launched in London to
massive acclaim and now serves the needs of students, families
and business people as a productivity tool.
Jay Shah
Assistant VP strategic partnerships,
Mashreq Neo
Jay entered the loyalty industry with Loyalty Rewardz
Management – which manages 1 billion Indian bank loyalty
profiles. Coalition programme MaxGetMore followed, then
Indian/Gulf conglomerate Landmark Group. Its Shukran loyalty
programme is the biggest in the Gulf (22 million members).
Careem followed (Uber for the Middle East) for which he created
Careem Rewards in 15 countries before moving to Mashreq Neo.
Dhruv Dewan
Co-founder, Hashtag Loyalty, India
Dhruv is a co-founder of Hashtag Loyalty and
leads growth. He has worked at EY India previously where he
managed multiple Fortune 500 clients leading their technology
transformation. Dhruv has achieved 300% merchant growth YoY
at Hashtag Loyalty. Today over 800 businesses in more than 11
cities are utilising its marketing platform to grow their business
across multiple cities in India.
Cat Lodwidge
Senior marketing manager,
British Gas rewards programme
Cat has 14 years’ experience in marketing at British Gas, across
numerous roles in loyalty, content, strategy and integrated
communications. Specifically, loyalty marketing manager
(Nectar) 2010-2013 and senior marketing manager for the new
British Gas rewards programme since January 2017. She is a huge
fan of the power of loyalty programmes to build meaningful and
valuable customer relationships for brands.
Matt Norbury *2018 Winner*
CEO and founder of IAT,
home of epoints and Each Person
epoints is the loyalty programme that allows members to collect
the epoints currency via a range of simple everyday activities as
well as buying across over 1,700 brands. In the last two years
Matt launched Each Person to expand epoints into the corporate
sector for recognition and reward of employees.
Rick Haak
Managing director,
Touch Incentive Marketing, Netherlands
Rick earned his loyalty stripes running the ING Runtepunten
loyalty programme until 2015 when he moved to Touch
Incentive Marketing. Since then he has actively worked with key
clients to enhance the performance of their loyalty schemes,
creating national promotions for leading organisations. A major
achievement was winning the prestigious €10m+ turnover
Albert Heijn account in 2018.
Gemma Jarrett
Assistant brand marketing manager,
Magnuson Worldwide
Magnuson operates across a network of independent hotel
owners who all own and independently operate their properties
so engaging with them and building that relationship is
paramount. Gemma has been instrumental in increasing
engagement and retention to the extent that contract renewals
are up by 10% YoY.
Dev Subrata
CEO & co-founder, Fidel
Dev has evolved Fidel from a tiny startup
in London in 2013 by adapting to market need whilst keeping
the company vibrant and active in a very competitive startup
environment, where 90% of companies die out within 2 years.
The contribution of both Dev and Fidel to innovating the loyalty
space by making it easy for third parties to access transactional
data to boost their loyalty platforms has won Fidel clients in UK,
Ireland, US, Nordics, Japan, Australia, Canada and South Africa.
THE LOYALTY MAGAZINE AWARDS 2019 : 30 UNDER 40 43
Jo Ashdown
Head of partnerships, Mando-Connect
Jo has pioneered gamification and innovation
in loyalty rewards. Recent examples are the partner rewards
developed for Virgin Red with Papa John’s and Casual Dining
Group, a Loyalty Magazine Award winner for Gamification in
2018. She is also a massive advocate of the smart use of data to
get loyalty rewards right.
Adam Ward *2018 Winner*
CEO and co-founder, Airtime Rewards
Adam has a track record in mobile technology
and internet business focusing on highly scalable growth areas.
Using the existing payment infrastructure from Mastercard
and Visa, he has created a digital reward currency to offer major
retailers and others the capability to reward consumers back to
their mobile accounts.
Grażyna Zych
Senior programme manager for
Heathrow Airport, Comarch
Grażyna started her career working for LOT Polish Airlines on a
re-branding of their loyalty programme for SMEs. Then working
for telco Orange Polska, she was given the challenging project
of engaging with over 65s. She is also particularly proud of
launching the first redemption partnership for Qatar Airways
Privilege Club with AccorHotels, and for Comarch Poland she is
helping Heathrow Airport to enhance Heathrow Rewards.
Michael Hegelund Ingemann Thomsen
*2018 Winner*
Head of marketing, TravelCo Nordic
Michael continues to explore and exploit digital opportunities
to create great experiences and loyal customers. His clients have
won 7 awards in the UK in the last 5 years including Lidl in 2018
for The Loyalty Magazine Awards Best Coupon/Voucher Based
Loyalty Programme of the Year. He currently has marketing
responsibility for 6 brands and is leading TravelCo Nordic digital
transformation.
JUNE 2019 Loyalty Magazine
14/02/2020 11:53
Deliver unique loyalty programs
that will create an emotional
connection with your customers.
Visit cheetahdigital.com to learn more.
 Partnerships
shouldn’t be painful

Loyalty partner collaboration made fast, easy, and low cost

Currency Alliance makes it quick and easy to partner with your customer’s favorite brands. And with powerful
The lightweight SaaS platform easily connects to existing systems - allowing management and reporting
collaborators to choose their partners and issue, exchange, or redeem each other´s
tools, the insights you gain
loyalty currency with only a few lines of code.
can be used to optimize the
All functionality is available via API – so you retain control over the customer
experience on your own customer-facing platforms. appeal and performance of
This removes IT as a bottleneck to growth, and enables great agility at very low cost. your entire loyalty program.

Loyalty Partnerships · SaaS Points Bank · SaaS Loyalty Rules Engine · SaaS Loyalty Management Platform

Deployed and loved by dozens of major global brands

usa@currencyalliance.com · uk@currencyalliance.com
currencyalliance.com · blog.currencyalliance.com