Celebrating innovative loyalty

16 SHORTLIST
Celebrating innovative loyalty
See The Loyalty Awards 2013 Call
for Entries in the centre of this
magazine or download a copy at
www.theloyaltyawards.com
Prime Sponsor
Diamond Sponsor
Category Sponsors
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 17
The second annual Loyalty Awards celebrating
excellence, innovation and best practice in the
Loyalty industry in Europe, the Middle East and
Africa will be held on Tuesday, June 11, 2013 in
the Great Room at the Grosvenor House Hotel
on London’s Park Lane.
Prime Sponsor:
A record number of more than 200 entries have been
shortlisted for The Loyalty Awards from more than
20 countries confirming expectations that this event,
attended by more than 600 loyalty professionals in
2012, will be the highlight of the Loyalty & Customer
Retention industry’s networking calendar in 2013.
The following is a full listing of the finalists shortlisted
by category (the main country of operation is also
shown where it is not UK or global):
Shortlist Sections
Contents
01
Use of CRM
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Use of CRM
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Use of CRM
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Use of CRM
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Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
18 SHORTLIST
Best Use of CRM in a Loyalty Environment shortlist
Air Miles Espana
Spain
Asda and LaSer UK
Diners Club
Greece
Flora pro.activ
Nationwide Building
Society
The Travel Club Effect
Asda Money Credit Card
Managing rewards
programmes in difficult times
Cholesterol lowering
programme
Selecting the best
The launch of a new Strategic
Marketing Plan was aimed
at increasing both value
for users and profitability
for sponsor companies,
including Repsol (energy),
Eroski (retail), Banco Sabadell
(banking) and the airline
Iberia. The supporting metrics
demonstrated that the
Travel Club Effect campaign
achieved both these
objectives.
The UK’s first supermarket
unlimited cashback credit
card, the Asda Money Credit
Card offered customers
real value in the form of a
straightforward card with
generous and inclusive
rewards. Customer insight
was used to develop an
engaging product with
outstanding acquisition and
ongoing spend results and
increased customer loyalty.
“Shop&Win” was launched
to reward cardholders and
leverage merchant sales
volume without jeopardising
the programme’s P&L. Taking
into consideration a market in
recession, austerity measures,
decreased disposable income
and consumers reluctance
to use credit cards, the
“Shop&Win” programme has
been a great success.
The programme used Nectar
customer data to create a
CRM programme which
increased awareness of the
cholesterol testing program
in Sainsbury’s and promoted
Flora’s pro.activ products
with the aim of increasing
sales and average spend per
customer. Results included
increases in share of wallet,
incremental revenue and
repeat purchase rates.
Upgrading 500,000
Nationwide customers to
the new Select card was
their largest migration
ever. Product cross holding
segmentation, a great
card offer and excellent
communications made the
job go seamlessly. Now they
are reaping the rewards,
with spending up very
substantially and dormancy
rates slashed.
Air Miles Middle East
UAE
Boots
Dulux Decorator
Centres
L’Occitane
Russia
SUBWAY
A rewarding 2013 on Air Miles
campaign
Boots and Clinique deliver
long term loyalty
CRM Mailing Solution
New CRM strategy and
platforms
The SUBCARD 2012 Loyalty
programme
Life is hard enough when
returning from summer
vacation. So, Air Miles Middle
East decided to create a
campaign that would make
‘post holiday blues’ spending
that little bit easier. They
encouraged their members
that spending upfront could
save a lot more down the line,
by offering an exciting, truly
special rewards.
Leveraging Boots
Advantage Card data and
communication channels and
Clinique’s expert customer
service at their in-store
beauty counters enabled
the development of a highly
targeted, customer-centric
CRM programme which
generated long term value
for both parties and a great
customer experience.
The Nectar Business CRM
Mailing Solution was
designed to provide a
cost-effective channel for
Dulux Decorator Centres
to manage the customer
journey for both Nectar
and non-Nectar customers.
The highly targeted direct
mailings resulted in excellent
engagement amongst all
customers driving significant
redemptions and incremental
spend.
L’Occitane has invested in
new Comarch IT tools in order
to refine its CRM strategy
resulting in replacement
of mass marketing by
personalised and eventtriggered communications
for existing customers and
an enhanced welcome
approach for new customers
designed to build long-term
relationships.
SUBWAY used the SUBCARD®
points-based card loyalty
programme to deliver
a positive 3:1 Return on
Investment, an additional
£6.6 million in sales revenue
and enough foot long Sub
sandwiches to stretch from
London to Newcastle – all in
less than 12 months.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 19
Best Customer Service in a Loyalty Programme shortlist
Air Miles Espana
Spain
Avios
AXA-PPP
Daisy
Turkcell
Turkey
Picking Points
Avios UK Contact Centre
Leading the way to better
health
Why customer loyalty is
blooming for Daisy
Gencaver
“Picking points” is an
alternative delivery option
for merchandise rewards
that gives the customer
freedom and makes rewards
easier to achieve. Customers
get 400 point bonus and
better customer service. The
programme results in higher
redemptions, increased
customer satisfaction and
lower costs.
The Avios Customer Contact
Centre supports customers
in the Avios UK programme
(previously Airmiles).
During 2012 the Contact
Centre played a key role in
supporting the launch and
growth of the Avios brand
and in maintaining high
levels of customer service in a
period of transition.
In the UK private medical
insurance market, customer
loyalty is under severe strain,
with many policyholders
leaving the market. In
2012 AXA-PPP launched a
loyalty programme through
reinventing their customer
service; transforming an
insurance service into
a health service – from
diagnosis, treatment,
rehabilitation, through to
supporting policyholders
when healthy.
Daisy a leading specialist
UK telecoms company
has used Rapide’s Rant &
Rave, a real-time customer
feedback solution that uses
sophisticated text analysis
technology to dramatically
increase customer
satisfaction, motivate
employees, rectify customer
issues instantly and increase
its revenue by more than
£750,000 per annum.
Gencaver is the customer
service element in Turkcell’s
youth loyalty programme.
Turkcell want young people
to feel that the company
understands them and
provides tailor made
solutions. Young people have
a friend at Turkcell who they
can reach via SMS, chat and
social media.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
20 SHORTLIST
Best Loyalty Industry Innovation
Allianz
Austria
Beintoo
Etihad Airways
Monsoon and Ikano
Orange
Allianz Bonus Klub
Mobile Loyalty Platform
Etihad Guest members enjoy
spending miles anywhere,
anytime
The UK’s first branded
fashion retailer loyalty app
Fun Finder: the new loyalty
programme powered by Last
Second Tickets
In order to improve customer
loyalty the Allianz Elementar
Versicherungs AG (Wien)
implemented with Arvato an
online-based, closed bonus
club system for their top
customers (Allianz Bonus
Klub) which offers a wide
range of different benefits and
incentives to the Allianz top
customers differentiating the
Allianz from competitors in the
insurance industry which work
only with cash incentives.
When creating their Mobile
Loyalty Platform, Beintoo
had no idea of the impact it
would have. App developers
can embed the programme
within apps, while brands can
run online/in-store loyalty
campaigns. By December
2012, the platform powered
apps on 300m mobile devices,
rewarding customers around
the world for their loyalty.
Etihad Guest introduced
LoyLogic’s PointsPay solution
during 2012 as a way for their
members to redeem Etihad
Guest Miles at more than 30
million outlets worldwide.
By the year end more than
14,000 members had
redeemed miles at more than
2,500 merchants globally.
In September 2012 Ikano
launched the UK’s first white
labelled fully branded fashion
loyalty app for Monsoon
for multiple smartphone
platforms. Replacing the
need for loyalty card plastic
reduces operating costs.
Customer and brand benefits
include: always on and always
available access to account
details, special offers and
store search facilities.
Fun Finder is a loyalty
programme that provides
Orange customers with
personalised recommendations
for events they’ll love. A wide
range of discounted tickets
are sourced from over 10,000
venues across the UK including
Music, Sports, Theatre, Family,
Comedy and Festivals.
American Express
BP
Turkey
MasterCard
Nectar
PointsPay
Sync on foursquare
BP Promo Screen
MasterCard Rewards
Programme
Nectar Mobile: where online
and offline loyalty meet
A global loyalty wallet and
payments solution
American Express launched
a unique partnership
with Foursquare enabling
Cardmembers to unlock
location-based offers from
national brands and then
redeem them effortlessly,
without the need to present
any vouchers, codes or even
show their mobile devices
at the till. Savings are
automatically credited to the
Cardmember’s card account.
The BP Shop Promo Screen
Programme was launched
in cooperation with Ketchup
Agency to create a brand
new experience for fuel
station shop visitors. 42”
offer screens were installed
in BP fuel stations all around
Turkey as programme’s main
communication channel
displaying unique short term
offers from various brands.
MasterCard Rewards Program
is an innovative solution
providing competitive valueadd across different markets
and the banks within those
markets whilst enabling
differentiation between
market segments and
adjusting to specific bank and
customer needs in a resource
and time efficient manner.
In 2012 Nectar enhanced its
digital loyalty offering using
cutting edge technology
to create Location Based
Reminders to Nectar
collectors using the Nectar
App. Innovating the digital
features of the app resulted
in outstanding engagement
levels leading to a 66%
increase in downloads and
new commercial revenue
streams for Nectar.
PointsPay is the industry’s
first redemption solution
that enables loyalty program
members to pay for anything,
anywhere and at any time
using their points and miles
at over 32 million merchants
worldwide. Developed by
LoyLogic, the solution finally
provides loyalty program
members with the ultimate
flexibility and convenience
when redeeming loyalty
currencies.
Sponsor:
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 21
Best Corporate Social Responsibility Initiative linked to Loyalty
AXA-PPP
My School/My Village/My Pets at Home
Planet and Woolworths
South Africa
Plus
Netherlands
Turkcell
Turkey
Leading the way to better CSR
A smile for life is the best
Christmas gift
Charity linked VIP Rewards
Programme
Long term loyalty
Turkey’s Money-Box for Van
AXA PPP healthcare has
broadened and enhanced
its CSR activity into a
comprehensive strategy
which is based on four pillars:
Workplace, Environment,
Marketplace and Community.
The agenda is fully supported
by all areas of the business
which ensures CSR is
placed at the heart of their
organisational culture.
MySchool/MyVillage/
MyPlanet joined with their
biggest retail partner,
Woolworths, over Christmas
2012 to help 100 kids with
cleft palates and lips get a
“smile for life” with a lifechanging operation. Every
time a customer swiped their
card they made a special
donation towards Operation
Smile South Africa.
Membership of the VIP –
Very Important Pets – Club
is based on pet information,
ensuring customer
engagement is targeted
and relevant. Points earned
benefit animal charities. No
other loyalty programme
offers such a blend of
personalised information
targeted to customer needs
along with an emotional
connection and benefit to
animal charities.
The Dutch supermarket chain
focusses on four marketing
objectives: more discounts,
more service, more local
and more sustainable. To
supplement this message
of Plus Gives More, Brand
Loyalty assisted with the
construction of two shortterm loyalty programmes
offering Fontignac knives and
Speigelau glasses designed to
promote long-term loyalty.
Turkey’s “Money-Box for
Van” was a fundraising
initiative, leaded by Turkcell in
cooperation with the Ministry
of Education and the Turkish
Education Foundation (TEV),
which aims to recover the city
of Van from the devastating
effects of two destructive
earthquakes by supporting
education.
Conad
Italy
My School/My Village/
My Planet
South Africa
Smurfs for kids and
computers for schools
Doing good is good business
With the assistance of TCC
food retailer Conad wanted
to involve family with kids
through a special collection
with characters loved by
kids but also by parents, able
to convey an educational
content (the Smurfs show the
kids how to save our planet).
On the occasion of their 50th
anniversary, Conad wished
to return benefits to the
community including help for
local schools.
The MySchool/MyVillage/
MyPlanet programme
is both a multi-partner
loyalty programme and a
CSR initiative that helps
corporate partners invest
their funds. The best part is
that customers help decide
where to invest, and in return
generate incremental sales
growth, bigger baskets and
customers who are less pricesensitive and more loyal.
COOP Italy
Italy
Save the Planet
The programme utilised
short term instant trading
card programmes to reach
out to new customers and
develop long-term customer
relationships for the COOP
supermarket chain in order
to build penetration in
households with children,
create a more sustainable
public image and build
excitement on the shopfloor.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
22 SHORTLIST
Best B2B Loyalty Programme
AXA-PPP
DHL
InterContinental Hotels Nectar
Group
Wolseley
Health insurance renewals
through intermediaries
DHL Altitude delivers on
loyalty through incentives
BusinessClub Win a Million
Campaign
Nectar Business
eXtra – a trade incentive
reward scheme
In a highly competitive
environment, AXA PPP
healthcare identified and
implemented an outstanding
loyalty programme for
intermediaries, which resulted
in a 60% fall in businesses
cancelling their healthcare
insurance. This also led to the
average member life-time
increasing from 4 years to
nearly 10 years.
DHL Altitude and ICLP
delivered on fostering loyalty
and influencing customer
behaviour through cost
effective promotions with
points incentives. With an
increase of over 4 shipments
per qualifying member in
only four weeks and an ROI
of 166:1 in two separate
campaigns, DHL identified,
targeted and influenced
shippers with great accuracy
and efficiency.
IHG BusinessClub rewarded
and encouraged corporate
bookings at InterContinental
through a new points and
redemption offer resulting
in 705 winners in the Middle
East, with the winners
generating €3.2 million in
revenue, and showing an
uplift of 49% when compared
to revenue generated during
the same period in 2011.
In 2012 Nectar Business
refreshed its proposition,
driving deeper engagement
with partners by providing
a cost efficient tool to
drive profit and increase
programme generosity
amongst customers. As
a result Nectar Business
became the best known and
most used loyalty scheme in
the B2B loyalty market.
eXtra is a trade incentive
reward scheme which
encourages incremental
sales within Plumb and Parts
Centers with ‘points’ being
awarded for purchases. A
multi-layered, integrated
campaign was created and
delivered to encourage brand
loyalty and stimulate sales by
giving genuine added value
to customers.
Baxi
Ergo Insurance
Turkey
MotoNovo Finance
Baxi Works – an on-line
reward and community
portal
Ergo Stars
Motorv8 Rewards Prepaid
Visa Card
ERGO Stars is a loyalty
programme designed for
ERGO Insurance agencies in
cooperation with Ketchup
Agency. The philosophy
behind the programme
follows the ERGO statement;
“each of our agencies are
stars for us”. The Programme
was launched with the aim of
delivering compelling brand
experiences to agencies,
driving business results
and building ERGO’s brand
community.
An established B2B incentive
and loyalty programme was
re-energized with a more
modern and valuable reward
currency, gaining competitive
advantage and driving sales
growth. All objectives were
achieved by integrating
a prepaid Visa card with
discount shopping and
‘cash back to card’ benefits
contributing to over 130%
sales target achievement.
At its core Baxi Works
creates and cements lasting
relationships with installers.
Delve deeper and it offers
an online system with a
community feel. What makes
Baxi Works unique is the
ability to automate point
issuances to members and
validation against security
algorithms, allowing the
system to be a self-managed.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 23
Best Use of Technology in a Loyalty Programme
Alpha Bank
Greece
Baxi
COOP Italy
Italy
Monsoon and Ikano
Orange
An Overnight Success
Baxi works – an on-line
reward and community
portal
Save the Planet
The UK’s first branded
fashion retailer loyalty app
Fun Finder: the new loyalty
programme powered by Last
Second Tickets
Alpha Bank in Greece
successfully moved its
main loyalty platform to
Singapore achieving a
saving of 40% per annum
in running costs whilst
delivering a 24/7 service to
800,000 customers. The
project was completed with
the migration occurring
overnight with zero impact to
online loyalty services.
At its core Baxi Works
creates and cements lasting
relationships with installers.
Delve deeper and it offers
an online system with a
community feel. What makes
Baxi Works unique is the
ability to automate point
issuances to members and
validation against security
algorithms, allowing the
system to be a self-managed.
The programme utilised
short term instant trading
card programmes to reach
out to new customers and
develop long-term customer
relationships for the COOP
supermarket chain in order
to build penetration in
households with children,
create a more sustainable
public image and build
excitement on the shopfloor.
In September 2012 Ikano
launched the UK’s first white
labelled fully branded fashion
loyalty app for Monsoon
for multiple smartphone
platforms. Replacing the
need for loyalty card plastic
reduces operating costs.
Customer and brand benefits
include: always on and always
available access to account
details, special offers and
store search facilities.
Fun Finder is a loyalty
programme that provides
Orange customers with
personalised recommendations
for events they’ll love. A wide
range of discounted tickets
are sourced from over 10,000
venues across the UK including
Music, Sports, Theatre, Family,
Comedy and Festivals.
Avios
Beintoo
Etihad Airways
Nectar
Avios UK Multimedia
Customer Service
Innovative Loyalty and
Gamification Software
Etihad Guest members enjoy
spending miles anywhere,
anytime
Nectar Mobile: using
technology to strengthen
customer loyalty
The Avios Customer Contact
Centre supports customers
in the Avios UK programme
(previously Airmiles).
During 2012 the Contact
Centre played a key role in
supporting the launch and
growth of the Avios brand
through the innovative use
of webchat and multimedia
channels to help customers.
Beintoo’s Software
Development Kit (SDK) is
key to realising its vision of
harnessing engagement with
mobile apps to create value
for merchants and share that
value between programme
members and app developers.
The SDK embeds a fully
functioning coalition loyalty
programme within apps, and
has been downloaded by over
600 developers.
Etihad Guest introduced
LoyLogic’s PointsPay solution
during 2012 as a way for their
members to redeem Etihad
Guest Miles at more than 30
million outlets worldwide.
By the year end more than
14,000 members had
redeemed miles at more than
2,500 merchants globally.
In 2012 Nectar enhanced its
digital loyalty offering using
latest technology to create
Location Based Reminders to
Nectar collectors using the
Nectar App. Overhauling
its digital features resulted
in outstanding levels of
engagement with Nectar
collectors leading to a 66%
increase in downloads and
new commercial revenue
streams for Nectar.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
24 SHORTLIST
Best Use of Communications in a Loyalty Programme shortlist
Avios
British Airways
COOP Italy
Italy
Nectar
Orange
6 Day Flight Sale
Executive Club Mosaic
Acquisition
Save the Planet
Cheers for 10 years – Nectar’s
10th birthday campaign
Fun Finder: the new loyalty
programme powered by Last
Second Tickets
The integrated marketing
campaign, including email,
direct mail, banners and
social, was created to achieve
two key marketing objectives
for 2012. These aims were
to reward the most loyal
collectors and promote the
concept of a global reward
currency. The campaign
exceeded all expectations.
British Airways turned
Executive Club members into
advocates by creating striking
mosaic images of actual
members paired with data
insights into how they use
the Club. This brought the
benefits to life in a visually
engaging way and used the
tactic of social proofing to
increase acquisition by 4.7%.
The programme utilised
short term instant trading
card programmes to reach
out to new customers and
develop long-term customer
relationships for the COOP
supermarket chain in order
to build penetration in
households with children,
create a more sustainable
public image and build
excitement on the shopfloor.
Nectar thanked its
cardholders for 10 years
of commitment through
an integrated marketing
campaign involving its
partners. From Dom Joly’s
‘Cheers’ challenge which
thanked customers, to a
TV campaign highlighting
Nectar’s partners, this
multi-partner, multi-channel
campaign successfully
boosted collector’s balances,
performed commercially for
partners and achieved record
customer satisfaction.
Fun Finder is a loyalty
programme that provides
Orange customers with
personalised recommendations
for events they’ll love. A wide
range of discounted tickets
are sourced from over 10,000
venues across the UK including
Music, Sports, Theatre, Family,
Comedy and Festivals.
Avios
Carlson Rezidor
InterContinental
Hotels Group
Nectar
Wolseley
Launch and brand transition
campaign
Club Carlson gifts unwrap
engagement for members
BusinessClub Win a Million
Campaign
Don’t look a gift horse in the
mouth
eXtra – a trade incentive
reward scheme
The launch of the Avios brand
to replace the well known
Airmiles name was designed
to provide a global currency
for multiple markets. The
launch used the innovative
concept of “anything can fly”
to inform intrigue retain and
acquire customers through
an integrated campaign
across multiple channels.
Club Carlson celebrated the
year end by communicating
a ‘thank you’ to members
with a personalised gift
through an interactive
digital experience; an email
containing a choice of
gifts which then led to a
Facebook page where they
‘unwrapped’ gifts and could
send personalised e-greeting
cards.
IHG BusinessClub rewarded
and encouraged corporate
bookings at InterContinental
through a new points and
redemption offer resulting
in 705 winners in the Middle
East, with the winners
generating €3.2 million in
revenue, and showing an
uplift of 49% when compared
to revenue generated during
the same period in 2011.
May 2012 saw Nectar
eShops launch an integrated
campaign to educate
customers on the ease
of collecting points. The
campaign centred on eShops’
mascot, Gift Horse. Results
saw a 21% increase in unique
visitors to eShops and twice
as many points being issued
in May 2012 compared to May
2011.
eXtra is a trade incentive
reward scheme which
encourages incremental
sales within Plumb and Parts
Centers with ‘points’ being
awarded for purchases. A
multi-layered, integrated
campaign was created and
delivered to encourage brand
loyalty and stimulate sales by
giving genuine added value
to customers
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 25
Best Use of Social Media to Enhance Loyalty
Air Miles Middle East
UAE
C1000
Netherlands
life:)
Belarus
TCC
Turkcell
Turkey
11th Birthday Campaign
Groovy Gogo’s
my life:) Subscribers Club
TCC & Smart Shoppers
Ambassadors
What’s more fun than a
birthday party? A party that
rewards everyone of course!
Air Miles, the Middle East’s
first loyalty programme
proudly delivered this
powerful message over an
inventively fun three-day
event where members
“chased the cupcake”
and then flooded into 16
chosen partner brands to be
rewarded.
The C1000 chain of 395 stores
is one of the largest grocers
in the Netherlands. During
5 consecutive weeks every
shopper was rewarded with
a free Gogo’s figurine and
sticker pack sourced by PPI
Worldwide. The campaign
was based on the music
world and supported by a
Gogo’s band with YouTube,
radio and social media
presence.
my life:) is a loyalty
programme launched in late
May 2012 by the youngest
and most dynamic Belarusian
mobile operator life:). It
gained big and fast success –
11% of the entire subscribers’
base by the end of 2012 –
through precise positioning
and targeting and offering
a wide range of attractive
benefits.
Nine months on from the
launch of its new initiative,
Smart Shoppers, TCC now
uses social media to speak to
over 200,000 fans every day.
As a result of its painstaking
approach to growing this
community of advocates,
members are now delivering
valuable insight and being
driven from social media to
experiences in-store.
Launched in 2005 by Turkish
leading mobile operator
Turkcell, the leading youth
programme in Turkey offers
gsm and non-gsm rewards to
subscribers. The “Ambassador
campaign” strengthened
loyalty by allowing its users
to elect 5 ambassadors from
among themselves in order
to manage and grow the
brand.
AXA-PPP Healthcare
Carlson Rezidor
Skrill
Leading the way to better
health
Club Carlson gifts unwrap
engagement for members
Facebook as a
Communication and Brand
Platform
In 2012, AXA PPP healthcare
put the emphasis on ‘social’
to establish itself as a trusted
source of health advice and
information via social media
and make its members feel
part of an online community
rather than simply policy
holders. Social media is now
a key part of their successful
retention strategy.
Club Carlson celebrated the
year end by communicating
a ‘thank you’ to members
with a personalised gift
through an interactive
digital experience; an email
containing a choice of
gifts which then led to a
Facebook page where they
‘unwrapped’ gifts and could
send personalised e-greeting
cards.
Skrill, one of Europe’s
leading online payment
providers, uses Facebook
to communicate with
customers, build awareness
and showcase the
authenticity of the brand.
Using fun and innovative
ideas alongside customer
service, deals, offers and
support, it has grown
a community and built
a valuable platform for
customers.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
26 SHORTLIST
Best Loyalty Programme of the Year: Retail – Food
C1000
Netherlands
Dansk
Denmark
Edeka
Germany
Narvesen
Latvia
REWE
Germany
Groovy Gogo’s
Shopper cookware promotion
Euro 2012 Smurf Figurisse
Angry Birds shopper loyalty
programme
Euro 2012 Trading Card
Collection
The C1000 chain of 395 stores
is one of the largest grocers
in the Netherlands. During
5 consecutive weeks every
shopper was rewarded with
a free Gogo´s figurine and
sticker pack sourced by PPI
Worldwide. The campaign
was based on the music
world and supported by a
Gogo’s band with YouTube,
radio and social media
presence.
Dansk Supermarked Gruppen
in Denmark wanted to build
loyalty and increase in-store
spend on non-food sales.
Working with Thomas Cook &
Pour cookware, a programme
was rolled out where
customers received bonus
stickers for spend in stores,
allowing them to redeem
high-quality cookware for a
70% discount on the retail
price.
EDEKA wanted to increase
overall turnover and average
basket spend in its stores,
along with raising general
awareness and ‘likeability’.
So in summer 2012, working
with TCC, EDEKA ran a
campaign positioned around
the EURO 2012 football
championship. Customers
were rewarded for shopping
in-store by receiving free
special edition Euro 2012
Smurf figurines.
Narvesen wanted to attract
new customers and build
loyalty to increase in-store
spend. In the first ever
licensing programme with
Angry Birds in Europe,
Narvesen customers could
collect stickers to redeem
for exclusive Angry Birds
toys. The campaign included
a launch event for store
managers with an Angry
Birds laser show to encourage
staff participation.
REWE’s objective was to
increase turnover and
average basket spend and
improve brand image. As
a sponsor of the German
national football team (DFB)
REWE was also keen to
maximise this association
during the Euro 2012
Championships and so they
implemented a promotion
where customers received
free packs of DFB trading
cards.
COOP Italy
Italy
East of England Cooperative Society
Metro Russia
Russia
Pick ‘n Pay
South Africa
SUBWAY
Save the Planet
Italian glassware promotion
Cash & Carry
Smart shopper rewards
programme
The SUBCARD 2012 Loyalty
programme
The programme utilised
short term instant trading
card programmes to reach
out to new customers and
develop long-term customer
relationships for the COOP
supermarket chain in order
to build penetration in
households with children,
create a more sustainable
public image and build
excitement on the shopfloor.
East of England Co-operative
wanted to engage its existing
customer base and attract
new customers, with the aim
of increasing spend across its
152 food and specialist stores.
Customers who spent over £5
received a promotional sticker
and, twenty stickers allowed
them to claim a free set of
Toscana shot glasses.
The cash and carry chain
Metro Russia utilised a short
term loyalty programme
offering Zwilling cutlery
to increase turnover and
average basket spend
in a highly competitive
environment. Results showed
that the campaign triggered
more visits as well as higher
expenditure generally.
Pick n Pay, a leading South
African grocery retailer,
launched the smart shopper
programme, the first
mainstream grocery rewards
programme in South Africa
in March 2011. In 2012, the
propramme focussed on
delivering value from the
programme and driving
customer understanding
and engagement through
multiple innovative
campaigns and initiatives.
SUBWAY used the SUBCARD®
points-based card loyalty
programme to deliver
a positive 3:1 Return on
Investment, an additional
£6.6 million in sales revenue
and enough foot long Sub
sandwiches to stretch from
London to Newcastle – all in
less than 12 months.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 27
Best Loyalty Programme of the Year: Retail – Non-Food
Applegreen
Ireland
BP
Turkey
House of Fraser
My School/My Village/My Planet and Woolworths
South Africa
We’ve truckloads of big treats
and little thanks
BP Club Card Programme
Recognition – the UK’s
premier nationwide
department store reward
programme
A smile for life in the best Christmas gift
Launched January 2012, this
programme exceeded all
pre-launch expectations
and now has over 170,000
registered, active members.
Customers in store receive
exclusive member discounts
and automatic entry in to
‘buy, swipe, win’ competitions,
whilst also collecting points
to redeem on treats such as
family days, gift cards and
cinema tickets.
BP Club Card Programme
brings a new understanding
to card based loyalty
programmes by tracking
members’ repeated
behaviour, planning locationbased, segment-based and
partner-based campaigns
and rewarding customers
accordingly. Between
January-December 2012, the
programme did not only
add value for customers, but
it also turned loyalty into
substantially increased sales.
Recognition, House of
Fraser’s Reward Programme,
offers customers a choice
of ways to be rewarded for
shopping, using either the
Recognition MasterCard
or the Recognition Reward
Card and provides a business
solution to reward customers,
improve loyalty and increase
customer insight.
MySchool/MyVillage/MyPlanet joined with their biggest
retail partner, Woolworths, over Christmas 2012 to help 100
kids with cleft palates and lips get a “smile for life” with a
life-changing operation. Every time a customer swiped their
card they made a special donation towards Operation Smile
South Africa.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
28 SHORTLIST
Best Loyalty Programme of the Year: FMCG
Boots
Casa Modena
Italy
Cow & Gate
Finish
Flora pro.activ
Boots and Clinique deliver
long term loyalty
Giramondo con Giravolte
Growing up milk - trigger
Yahoo Customer Connect
Cholesterol lowering
programme
Leveraging Boots
Advantage Card data and
communication channels and
Clinique’s expert customer
service at their in-store
beauty counters enabled
the development of a highly
targeted, customer-centric
CRM programme which
generated long term value
for both parties and a great
customer experience.
This is a digital loyalty
programme developed by
makers of ready-made food
products of the GiravolteCasa Modena Italian brand
in collaboration with Advice
Group and based on multiple
touch points - product
purchase, viral actions,
social interactions and an
educational web game customers are rewarded for
entering via web or SMS the
unique codes found inside
the product packages.
Using Nectar customer data,
Aimia developed a multicontact trigger program
to identify mothers with
babies of a certain age at the
point they would transition
their child from Follow-On
Milk into Growing Up Milk.
Direct Mail acted as the
perfect medium to educate
customers on the nutritional
benefits and was followed
up by a Coupon at Till offer to
drive repeat purchases.
Using Nectar customer data
and Yahoo’s online consumer
panel, advanced modelling of
consumer consumption data
was undertaken to deliver
advertising of Finish cleaning
products to a highly targetted
audience. The results were
outstanding with significant
return on investment and
increased market share.
The programme used Nectar
customer data to create a
CRM programme which
increase awareness of the
cholesterol testing program
in Sainsbury’s and promoted
Flora’s pro.activ products
with the aim of increasing
sales and average spend per
customer. Results included
increases in share of wallet,
incremental revenue and
repeat purchase rates.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 29
Best Loyalty Programme of the Year: Travel and Entertainment
Air Miles Espana
Spain
Al Hokhair Group
Saudi Arabia
Beefeater
Carlson Rezidor
InterContinental Hotels
Group
Picking Points
Hayakom Loyalty Program
Beefeater Grill Reward Club
Club Carlson gifts unwrap
engagement for members
BusinessClub Win a Million
Campaign
“Picking points” is an
alternative delivery option
for rewards that gives the
customer freedom and makes
rewards easier to achieve.
Customers get 400 point
bonus and better customer
service. The programme
results in higher redemptions,
increased customer
satisfaction and lower costs.
The world’s first
combined hospitality and
entertainment programme
where prepaid entertainment
and loyalty functionality earn
and redeem points instantly
across hotels, restaurants and
family entertainment centres.
Hayakom offers instant
earn and redemption access
at over 25 hotels and 45
entertainment centres across
Saudi Arabia.
Launched in March 2012,
The Beefeater Grill Reward
Club is the first national
loyalty programme of its
kind to addresses the specific
requirements of a large-scale
restaurant chain. Designed,
developed and launched in
just 5 months in association
with Grass Roots, The Reward
Club is setting the standards
for customer engagement at
a local level.
Club Carlson celebrated the
year end by communicating
a ‘thank you’ to members
with a personalised gift
through an interactive
digital experience; an email
containing a choice of
gifts which then led to a
Facebook page where they
‘unwrapped’ gifts and could
send personalised e-greeting
cards.
IHG BusinessClub rewarded
and encouraged corporate
bookings at InterContinental
through a new points and
redemption offer resulting
in 705 winners in the Middle
East, with the winners
generating €3.2 million in
revenue, and showing an
uplift of 49% when compared
to revenue generated during
the same period in 2011.
Air Miles Middle East
UAE
Baltic Miles
British Airways
Etihad Airways
Virgin Atlantic
A rewarding 2013 on Air Miles
campaign
Building a world-class loyalty
programme together with
our customers
Executive Club
Etihad Guest offers its
members an unmatched
loyalty proposition
Virgin Atlantic Flying Club
Life is hard enough when
returning from summer
vacation. So, Air Miles Middle
East decided to create a
campaign that would make
‘post holiday blues’ spending
that little bit easier. They
encouraged their members
that spending upfront could
save a lot more down the line,
by offering an exciting, truly
special rewards.
Baltic Miles is a fast growing
coalition loyalty programme
based in Northern and
Eastern Europe. The
programme has proved to be
a great solution to managing
both customer and partner
expectations as it has
introduced crowdsourcing as
part of its growth strategy
and recorded double digit
annual growth.
After re-launching the
Executive Club in 2011, the
focus in 2012 was to drive
growth through acquisition
and increased engagement
amongst members. In twelve
months over one million new
members were enrolled and
the active base grew by 11%, a
remarkable achievement for
such a mature programme.
Originally launched in
2006, during 2012 Etihad
Guest introduced LoyLogic’s
PointsPay solution as a way
for their members to redeem
Etihad Guest Miles at more
than 30 million outlets
worldwide. The programme
now has more than 1.9
million members from 121
countries, a 31% annual
increase.
Flying Club is Virgin Atlantic’s
seriously rewarding loyalty
programme. Members can
find miles from a multitude
of partners wherever they go
across the globe. And now
Tesco Clubcard holders can
earn 2.5 miles for every £1
spent. The programme drives
loyalty and retention and
educates customers on new
products and services.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
30 SHORTLIST
Best Loyalty Programme of the Year: Financial Services
Asda and LaSer UK
American Express
Diners Club
Greece
Nationwide Building
Society
Royal Bank of Scotland
Group
Asda Money Credit Card
Sync on foursquare
Managing rewards
programmes in difficult times
Selecting the best
Your Points
The UK’s first supermarket
unlimited cashback credit
card, the Asda Money Credit
Card offered customers
real value in the form of a
straightforward card with
generous and inclusive
rewards. Customer insight
was used to develop an
engaging product with
outstanding acquisition and
ongoing spend results and
increased customer loyalty.
American Express launched
a unique partnership
with Foursquare enabling
Cardmembers to unlock
location-based offers from
national brands and then
redeem them effortlessly,
without the need to present
any vouchers, codes or even
show their mobile devices
at the till. Savings are
automatically credited to the
Cardmember’s card account.
“Shop&Win” was launched
to reward cardholders and
leverage merchant sales
volume without jeopardising
the programme’s P&L. Taking
into consideration a market in
recession, austerity measures,
decreased disposable income
and consumers reluctance
to use credit cards, the
“Shop&Win” programme has
been a great success.
Upgrading 500,000
Nationwide customers to
the new Select card was
their largest migration
ever. Product cross holding
segmentation, a great
card offer and excellent
communications made the
job go seamlessly. Now they
are reaping the rewards,
with spending up very
substantially and dormancy
rates slashed.
RBSG and Aimia have
shown that taking a joined
up, data-led approach
improves all areas of loyalty
programme management.
Commercial benefit was
demonstrated through using
the segmentation to develop
targeted communications
and rewards. This approach
achieved an uplift of 53% in
customer redemptions.
Allianz
Austria
Barclaycard
MotoNovo Finance
PrivatBank
Ukraine
Skrill
Allianz Bonus Klub
Freedom Rewards card launch
Motorv8 Rewards Prepaid
Visa Card
MasterCard Rewards
Programme for World
MasterCard cards
VIP Loyalty Club
In order to improve customer
loyalty the Allianz Elementar
Versicherungs AG (Wien)
implemented with Arvato an
online-based, closed bonus
club system for their top
customers (Allianz Bonus
Klub) which offers a wide
range of different benefits
and incentives to the Allianz
top customers differentiating
Allianz from competitors
in the insurance industry
which work only with cash
incentives.
The launch of a points
based loyalty card designed
to attract new customer
segments and form the basis
of a sustainable spend-based
rewards programme. With
an enviable partnership base
of over 70 leading brands,
and 0.5m customers already,
Barclaycard are offering a
win-win for customers and
partners alike.
An established B2B incentive
and loyalty programme was
re-energized with a more
modern and valuable reward
currency, gaining competitive
advantage and driving sales
growth. All objectives were
achieved by integrating
a prepaid Visa card with
discount shopping and
‘cash back to card’ benefits
contributing to over 130%
sales target achievement.
PrivatBank’s World
MasterCard Rewards
programme has a unique
mix of loyalty features never
offered before in such scale
in Ukraine, offering rebates in
the country’s largest network
of partners and, at the same
time, rewarding any spend
anywhere, paid by PayPass
enabled World MasterCard
card.
The Skrill VIP Loyalty Club
for Skrill prepaid cardholders
was launched in January
2011 and saw an extra 8,165
members sign up in 2012,
growing by 106%. The Loyalty
Club offers rewards to users
for every transaction made
with bronze, silver, gold and
diamond levels of VIP status.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 31
Best Loyalty Programme of the Year: Mobile
Beintoo
life:)
Belarus
O2
Ooredoo
Qatar
Turkcell
Turkey
Mobile Loyalty Platform
My Life Subscribers Club
Priority Moments
Nojoom Customer Reward
Programme
Turkcell’liler Yasadi
When creating their Mobile
Loyalty Platform, Beintoo
had no idea of the impact it
would have. App developers
can embed the programme
within apps, while brands can
run online/in-store loyalty
campaigns. By December
2012, the platform powered
apps on 300m mobile
devices, rewarding customers
around the world for their
loyalty.
my life:) is a loyalty
programme launched in late
May 2012 by the youngest
and most dynamic Belarusian
mobile operator life:). It
gained big and fast success –
11% of the entire subscribers’
base by the end of 2012 –
through precise positioning
and targeting and offering
a wide range of attractive
benefits.
The first of its kind, O2
Priority Moments is UK’s
most successful and fastest
growing loyalty programme,
which provides its customers
with unique experiences and
exclusive, targeted rewards
from brands they love via
their mobile phones (app,
mobile web, online and
MMS/ SMS), based on their
interests, behaviour, and geolocation.
Ooredoo’s Nojoom Customer
Reward Programme is one
of the most popular loyalty
programmes in Qatar, with
over 400,000 members. It
allows customers to earn
Nojoom Points every time
they use Ooredoo services.
Nojoom members can earn
and redeem their points
at more than 130 partners
across Qatar and worldwide.
Turkcell’liler Yasadi is
more than a discount
programme, it is a loyalty
network that partners with
popular retailers and gives
advantageous offers. Main
goal is to increase loyalty
and satisfaction. Offering
non-GSM benefits, it allows
customers to save money
with their shopping and feel
cared for.
Cable & Wireless
Seychelles
Neqaty
Saudi Arabia
Orange
Turkcell
Turkey
Turkcell
Turkey
Cable Points
Mobili Neqaty Loyalty
Programme
Fun Finder: the new loyalty
programme powered by Last
Second Tickets
Agromed
Yellow Box
The first and only points
based loyalty scheme in
Seychelles that rewards
both account and prepaid
customers for doing what
they do every day: making
calls, sending SMS, MMS and
using internet. The more
services they use, the more
points they get.
Neqaty is the richest,
strongest, and most
engaging mobile-based
loyalty program in Saudi
Arabia and the Middle East.
Through providing rewards to
the customer with an average
value of 7% of spend, its value
proposition to the customer
is unparalleled in the region.
Fun Finder is a loyalty
programme that provides
Orange customers with
personalised recommendations
for events they’ll love. A wide
range of discounted tickets
are sourced from over 10,000
venues across the UK including
Music, Sports, Theatre, Family,
Comedy and Festivals.
The Turkcell AgroMed
service is very sophisticated
service with a unique
value proposition of being
“personal agricultural
consultant” of farmers via
their mobile phones which
aims to increase small & midsize Turkish farmers’ annual
income through increasing
crop yields and decreasing
agricultural costs.
Yellow Box is the newest
loyalty and reward
programme of Turkcell,
launched in October 2012.
This is a programme for
all customers which have
been with them for longer
than one year. According to
subscription length, their
customers can get different
types of rewards within this
programme.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
32 SHORTLIST
Best Card Based Loyalty Programme
Alior Bank
Poland
House of Fraser
My School/My Village/
My Planet South Africa
PrivatBank
Ukraine
SUBWAY
MasterCard Rewards
Programme builds long term
loyalty
Recognition – the UK’s premier
nationwide department store
reward programme
Doing good is good business
MasterCard Rewards
Programme for World
MasterCard cards
The SUBCARD 2012 Loyalty
programme
The MasterCard Rewards
Program provided
competitive value-add to five
separate portfolios of cards
offered by Alior Bank with
clear differentiation between
customer segments and in
a cost and resource efficient
manner with the ability
to add portfolios and new
products on a “plug and play”
basis.
Recognition, House of
Fraser’s Reward Programme,
offers customers a choice
of ways to be rewarded for
shopping, using either the
Recognition MasterCard
or the Recognition Reward
Card and provides a business
solution to reward customers,
improve loyalty and increase
customer insight.
PrivatBank’s World
MasterCard Rewards
programme has a unique
mix of loyalty features never
offered before in such scale
in Ukraine, offering rebates in
the country’s largest network
of partners and, at the same
time, rewarding any spend
anywhere, paid by PayPass
enabled World MasterCard
card.
SUBWAY used the SUBCARD®
points-based card loyalty
programme to deliver
a positive 3:1 Return on
Investment, an additional
£6.6 million in sales revenue
and enough foot long Sub
sandwiches to stretch from
London to Newcastle – all in
less than 12 months.
Barclaycard
Magrabi Optical
Egypt
Pets at Home
Freedom Rewards card launch
PRISM: presenting a
rewarding loyalty card
Charity linked VIP Rewards
Programme
The launch of a points
based loyalty card designed
to attract new customer
segments and form the basis
of a sustainable spend-based
rewards programme. With
an enviable partnership base
of over 70 leading brands,
and 0.5m customers already,
Barclaycard are offering a
win-win for customers and
partners alike.
Magrabi Optical is the
largest optical retail chain
in the Middle East and
North Africa. To reward loyal
customers, they designed the
first integrated VIP loyalty
programme called PRISM.
Not only did the card-based
programme offer great
value to clients, it provided
outstanding commercial
benefits.
Membership of the VIP –
Very Important Pets – Club
is based on pet information,
ensuring customer
engagement is targeted
and relevant. Points earned
benefit animal charities. No
other loyalty programme
offers such a blend of
personalised information
targeted to customer needs
along with an emotional
connection and benefit to
animal charities.
BP
Turkey
The MySchool/MyVillage/
MyPlanet programme
is both a multi-partner
loyalty programme and a
CSR initiative that helps
corporate partners invest
their funds. The best part is
that customers help decide
where to invest, and in return
generate incremental sales
growth, bigger baskets and
customers who are less pricesensitive and more loyal.
BP Club Card Programme
BP Club Card Programme
brings a new understanding
to card based loyalty
programmes by tracking
members’ repeated
behaviour, planning locationbased, segment-based and
partner-based campaigns
and rewarding customers
accordingly. Between
January-December 2012, the
programme did not only
add value for customers, but
it also turned loyalty into
substantially increased sales.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 33
Best Coupon or Voucher Based Loyalty Programme
COOP Italy
Italy
Dansk
Denmark
Edeka
Germany
Metro Russia
Russia
Orange
Save the Planet
Shopper cookware promotion
Euro 2012 Smurf Figurines
Cash & Carry
Coupon at till strategy at
Sainsbury’s
The programme utilised
short term instant trading
card programmes to reach
out to new customers and
develop long-term customer
relationships for the COOP
supermarket chain in order
to build penetration in
households with children,
create a more sustainable
public image and build
excitement on the shopfloor.
Dansk Supermarked Gruppen
in Denmark wanted to build
loyalty and increase in-store
spend on non-food sales.
Working with Thomas Cook &
Pour cookware, a programme
was rolled out where
customers received bonus
stickers for spend in stores,
allowing them to redeem
high-quality cookware for a
70% discount on the retail
price.
EDEKA wanted to increase
overall turnover and average
basket spend in its stores,
along with raising general
awareness and ‘likeability’.
So in summer 2012, working
with TCC, EDEKA ran a
campaign positioned around
the EURO 2012 football
championship. Customers
were rewarded for shopping
in-store by receiving free
special edition Euro 2012
Smurf figurines.
The cash and carry chain
Metro Russia utilised a short
term loyalty programme
offering Zwilling cutlery
to increase turnover and
average basket spend
in a highly competitive
environment. Results showed
that the campaign triggered
more visits as well as higher
expenditure generally.
Orange developed a couponled campaign based on
deep customer insight
gleaned from Nectar to
drive incremental spend and
impact long term mobile
‘top-up’ sales for Orange payas-you-go mobiles resulting
in significant redemptions,
trading up customers to
higher value segments whilst
maintaining or increasing
frequency of spend.
Cow & Gate
East of England Cooperative Society
Jaeger and Ikano
Narvesen
Latvia
Plus
Netherlands
Growing up milk - trigger
Italian glassware promotion
Market leading reward
voucher thresholds
Angry Birds shopper loyalty
programme
Long term loyalty
Using Nectar customer data,
Aimia developed a multicontact trigger program
to identify mothers with
babies of a certain age at the
point they would transition
their child from Follow-On
Milk into Growing Up Milk.
Direct Mail acted as the
perfect medium to educate
customers on the nutritional
benefits and was followed
up by a Coupon at Till offer to
drive repeat purchases.
East of England Co-operative
wanted to engage its existing
customer base and attract
new customers, with the aim
of increasing spend across its
152 food and specialist stores.
Customers who spent over £5
received a promotional sticker
and, twenty stickers allowed
them to claim a free set of
Toscana shot glasses.
Jaeger made their reward
voucher thresholds even
more rewarding, making
their loyalty programme the
most generous fashion brand
loyalty scheme on the high
street. With the objective
of responding to customer
feedback, the enhancements
have increased the value
of the programme among
members and yielded
immediate commercial
benefits for Jaeger.
Narvesen wanted to attract
new customers and build
loyalty to increase in-store
spend. In the first ever
licensing programme with
Angry Birds in Europe,
Narvesen customers could
collect stickers to redeem
for exclusive Angry Birds
toys. The campaign included
a launch event for store
managers with an Angry
Birds laser show to encourage
staff participation.
The Dutch supermarket chain
focusses on four marketing
objectives: more discounts,
more service, more local
and more sustainable. To
supplement this message
of Plus Gives More, Brand
Loyalty assisted with the
construction of two shortterm loyalty programmes
offering Fontignac knives and
Speigelau glasses designed to
promote long-term loyalty.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
34 SHORTLIST
Best Use of Customer Analytics/Data in a Loyalty Programme
Boots
Carlson Rezidor
Finish
Monsoon and Ikano
Royal Bank of Scotland
Group
Boots recognises everyone
shops their own way at
Christmas
Club Carlson gifts unwrap
engagement for members
Yahoo Customer Connect
Turning customer data into
valuable, actionable insight
Delivering a positive ROI and
customer experience through
statistical analysis
Customers all shop their
own way for Christmas. This
differs from person to person
and to how they shop across
the rest of the year. Using
Boots Advantage Card data
to generate customer insight,
the Boots UK Loyalty team
has created a truly customercentric Boots Christmas
shopping communication
plan.
Club CarlsonSM
celebrated the year end by
communicating a ‘thank
you’ to members with a
personalised gift through an
interactive digital experience;
an email containing a choice
of gifts which then led to a
Facebook page where they
‘unwrapped’ gifts and could
send personalised e-greeting
cards.
Using Nectar customer data
and Yahoo’s online consumer
panel, advanced modelling of
consumer consumption data
was undertaken to deliver
advertising of Finish cleaning
products to a highly targetted
audience. The results were
outstanding with significant
return on investment and
increased market share.
Ikano applied a range of
advanced analysis techniques
to drive value for customers
of Monsoon and the store
itself. A dynamic RFV,
combined with modelling
to track and predict changes
in customer behaviour and
overlayed with behavioural
and attitudinal segmentation.
This enables Monsoon to
maximise programme ROI
and deliver customer centric
programme enhancements.
RBSG and Aimia have shown
that customer segmentation
can inform all areas of loyalty
programme management.
Commercial benefit was
demonstrated through
combining segmentation
with propensity modelling
to develop targeted rewards.
This approach achieved the
highest ever redemption rate
with an uplift of 35.5% on
control activity and a 3:1 ROI.
Carlson Rezidor
DHL
Club Carlson customer
insight tailors best practice
communications
DHL Altitude deliver on
loyalty through incentives
Club CarlsonSM via a
combination of research
of customer behaviour
and interactions, coupled
with interviews of existing
customers and through
competitor reviews identified
key features to communicate
to customers. The result
is a highly personalised
e-statement, with multiple
offers, program and property
updates and account details
and tier progression.
DHL Altitude delivered
on fostering loyalty and
influencing customer
behaviour through cost
effective promotions with
points incentives. With an
increase of over 4 shipments
per qualifying member in
only four weeks and an ROI
of 166:1 in two separate
campaigns, DHL identified,
targeted and influenced
shippers with great accuracy
and efficiency.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 35
Best Loyalty Programme Marketing Campaign of the Year
Air Miles Middle East
UAE
COOP Italy
Italy
eBay
Plus
Netherlands
SUBWAY
Germany
11th Birthday Campaign
Save the Planet
Shopping just got better
Long term loyalty
Scan and Winplosion!
What’s more fun than a
birthday party? A party that
rewards everyone of course!
Air Miles, the Middle East’s
first loyalty programme
proudly delivered this
powerful message over an
inventively fun three-day
event where members
“chased the cupcake”
and then flooded into 16
chosen partner brands to be
rewarded.
The programme utilised
short term instant trading
card programmes to reach
out to new customers and
develop long-term customer
relationships for the COOP
supermarket chain in order
to build penetration in
households with children,
create a more sustainable
public image and build
excitement on the shopfloor.
eBay and Nectar worked
together to seamlessly
integrate Nectar into eBay UK
developing the infrastructure
to deliver the programme
and executing an integrated
launch to excite and engage.
The results were resoundingly
positive: within the first
three months of launch five
transactions per second were
earning Nectar points on
eBay.co.uk.
The Dutch supermarket chain
focusses on four marketing
messages: more discounts,
more service, more local
and more sustainable. To
supplement this message
of Plus Gives More, Brand
Loyalty assisted with the
construction of two shortterm loyalty programmes
offering Fontignac knives and
Speigelau glasses designed to
promote long-term loyalty.
In October 2012 SUBWAY ran
a ‘scan and win’ promotion
to German SUBWAY
customers, designed to
encourage them to come
into their stores. In the face
of difficult trading conditions
it still generated substantial
incremental income, together
with increased SUBCARD
penetration, registration and
store footfall.
British Airways
Coop
Sweden
Pick ‘n Pay
South Africa
REWE
Germany
Virgin Atlantic
Executive Club Mosaic
Acquisition
One Billion
Willy Wonka’s Golden Ticket
Euro 2012 Trading Card
Collection
Flying Club’s most lucrative
offer
British Airways turned
Executive Club members into
advocates by creating striking
mosaic images of actual
members paired with data
insights into how they use
the Club. This brought the
benefits to life in a visually
engaging way and used the
tactic of social proofing to
increase acquisition by 4.7%.
Swedish grocery chain
co-operative Coop needed
to find its way back to its
roots in order to increase
loyalty and attract new
members. The ”One Billion”
campaign more than doubled
membership applications,
gave 30% of the audience a
more favourable impression
of Coop and generated 2.2
million views on YouTube.
Inspired by Willy Wonka’s
Golden Ticket, the key
objective of the campaign
was driving programme
education and kiosk
awareness. “Points booster”
vouchers (including “Golden
tickets” to the value of 10,000
rand each) randomly issued
weekly created excitement,
doubled the visits to kiosks
and drove engagement.
REWE’s objective was to
increase turnover and
average basket spend and
improve brand image. As
a sponsor of the German
national football team (DFB)
REWE was also keen to
maximise this association
during the Euro 2012
Championships and so they
implemented a promotion
where customers received
free packs of DFB trading
cards.
To entice members to book
their next flight, Virgin
Atlantic entrusted global
ideas shop Gyro to introduce
the brands most lucrative
Flying Club offer in its history.
Passengers travelling during
a key four month period
received 50% additional
bonus miles after their first
round-trip flight and 100%
additional bonus miles after
their second round trip-flight.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
36 SHORTLIST
Best New Loyalty Programme of the Year
Applegreen
Ireland
eBay
Orange
REWE
Germany
Turkcell
Turkey
We’ve truckloads of big treats
and little thanks
Shopping just got better
Fun Finder: the new loyalty
programme powered by Last
Second Tickets
Euro 2012 Trading Card
Collection
Yellow Box
Launched January 2012, this
programme exceeded all
pre-launch expectations
and now has over 170,000
registered, active members.
Customers in store receive
exclusive member discounts
and automatic entry in to
‘buy, swipe, win’ competitions,
whilst also collecting points
to redeem on treats such as
family days, gift cards and
cinema tickets.
eBay and Nectar worked
together to seamlessly
integrate Nectar into eBay UK
developing the infrastructure
to deliver the programme
and executing an integrated
launch to excite and engage.
The results were resoundingly
positive: within the first
three months of launch five
transactions per second were
earning Nectar points on
eBay.co.uk.
Fun Finder is a loyalty
programme that provides
Orange customers with
personalised recommendations
for events they’ll love. A wide
range of discounted tickets
are sourced from over 10,000
venues across the UK including
Music, Sports, Theatre, Family,
Comedy and Festivals.
REWE’s objective was to
increase turnover and
average basket spend and
improve brand image. As
a sponsor of the German
national football team (DFB)
REWE was also keen to
maximise this association
during the Euro 2012
Championships and so they
implemented a promotion
where customers received
free packs of DFB trading
cards.
Yellow Box is the newest
loyalty and reward
programme of Turkcell,
launched in October 2012.
This is a programme for
all customers which have
been with them for longer
than one year. According to
subscription length, their
customers can get different
types of rewards within this
programme.
Asda & LaSer UK
Edeka
Germany
Pets at Home
Asda Money Credit Card
Euro 2012 Smurf Figurines
Charity linked VIP Rewards
Programme
The UK’s first supermarket
unlimited cashback credit
card, the Asda Money Credit
Card offered customers
real value in the form of a
straightforward card with
generous and inclusive
rewards. Customer insight
was used to develop an
engaging product with
outstanding acquisition and
ongoing spend results and
increased customer loyalty.
EDEKA wanted to increase
overall turnover and average
basket spend in its stores,
along with raising general
awareness and ‘likeability’.
So in summer 2012, working
with TCC, EDEKA ran a
campaign positioned around
the EURO 2012 football
championship. Customers
were rewarded for shopping
in-store by receiving free
special edition Euro 2012
Smurf figurines.
Membership of the VIP –
Very Important Pets – Club
is based on pet information,
ensuring customer
engagement is targeted
and relevant. Points earned
benefit animal charities. No
other loyalty programme
offers such a blend of
personalised information
targeted to customer needs
along with an emotional
connection and benefit to
animal charities.
Beefeater
Beefeater Grill Reward Club
Launched in March 2012,
The Beefeater Grill Reward
Club is the first national
loyalty programme of its
kind to addresses the specific
requirements of a large-scale
restaurant chain. Designed,
developed and launched in
just 5 months in association
with Grass Roots, The Reward
Club is setting the standards
for customer engagement at
a local level.
Where no country is shown against the name of the entry, the programme is global or open to residents of several countries
SHORTLIST 37
In addition to the above categories, awards will also be given on June 11, 2013 for the Best Loyalty
Programme of the Year for each of three regions: Central and Eastern Europe, the European Union/
Turkey and the Middle East/Africa. In addition, there will be an award for the person whom the
judges consider to be the Industry Personality of the Year.
For more information about the Awards including sponsorship opportunities please go to www.
theloyaltyawards.com or contact [email protected], tel: +44 7817 447703
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Where no country is shown against the name of the entry, the programme is global or open to residents of several countries