Global Coalition Loyalty Programs

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Global Coalition Loyalty Programs
Published on February 2011

Report Summary

Based on research covering 115 programs active across a very wide range of countries, Global Coalition Loyalty Programs: Affinity
Marketing Opportunities for Financial Services Institutions and Other Organisations is a report about the increase in number and
membership of coalition schemes that has occurred globally in recent years and the affinity and partnership marketing opportunities
that they offer to financial services institutions, especially banks and insurance companies, and other organisations. In particular, the
data collected for this study suggests that almost 650 million consumers are likely to be members of at least one coalition loyalty
program, which is equivalent to around 14.4% of the world's adult population. Coalition loyalty programs are potentially attractive
partners for banks, insurers and other consumer-facing organizations for several reasons. These include: that they tend to have a
high number of members relative to other affinity groups in any given country; that they are generally growing more quickly than other
affinity groups; that their membership is often made up of consumers with specific characteristics (e.g. individuals with above average
wealth in the case of hotel group schemes); that they incentivize consumers to buy products or services on a regular basis by
awarding them points or miles in return; and that they are normally underpinned by sophisticated technology which facilitates
marketing actions. Types of organisation that may be able to use this research include the following: - loyalty management
companies: owners of coalition loyalty schemes include dedicated loyalty management firms as well as airlines, banks, hotel groups
and retailers - in effect, this report is the first ever worldwide review of this market; - payment card issuers and networks: Finaccord's
research establishes that at least one co-branded payment card has been developed in association with 92 (80%) of the 115 coalition
loyalty programs investigated - the share of partnerships of issuers and networks is detailed in full; - banks and insurance
companies: coalition loyalty programs also provide a gateway to a huge number of consumers for other financial services institutions
including providers of niche products, such as boat / yacht insurance and home assistance, as well as mainstream financial products;
- other consumer-facing organizations: coalition loyalty programs also constitute an exciting affinity marketing opportunity for other
international consumer-facing organizations which could include companies from sectors as diverse as computing, electronics,
energy, floristry, food service, media and telecoms; - management consultancies: for consulting firms helping clients to understand
their strategy with respect to coalition loyalty programs, this study will provide rapid global insight into the subject, saving time and
effort on researching the subject separately.

Table of Content

Table of Contents

0.0 EXECUTIVE SUMMARY 1
The total membership of coalition loyalty programs worldwide is likely to exceed one billion in 2011 . 1
Increasingly, scheme launches have come from alternative sectors such as banking and retail . 1
.although frequent flyer programs remain the largest segment of the market by total member numbers .2
Coalition loyalty schemes offer a global distribution opportunity for financial services and other institutions. . 3
1.0 INTRODUCTION .5
What is this report about' 5
Worldwide, almost 650 million consumers are likely to be members of at least one multi-partner scheme 5
Rationale . 5
At an international level, coalition loyalty programs have proliferated in number during recent years . .5

Global Coalition Loyalty Programs (From Slideshare) Page 1/22


.and make attractive affinity partners for a variety of reasons . . 5
.with their allure having been recognized most frequently by payment card issuers . 5
Definitions 6
Coalition loyalty programs . 6
Points and miles . 6
Co-branded and unbranded payment cards 7
Methodology .7
Finaccord's research covers 115 leading coalition loyalty programs active across multiple locations . 7
PartnerBASE' .7
Finaccord .9
2.0 GLOBAL PROGRAM OVERVIEW 11
Introduction . 11
Launch history and growth of coalition loyalty programs 12
1999 and 2006 have been the busiest years for coalition loyalty program launches thus far 12
By extant number, airline frequent flyer schemes have been overtaken by programs from other sectors . . 13
.although, by average member numbers per program, airline schemes tend to be the largest overall 14
The total membership of coalition loyalty programs is likely to exceed one billion for the first time in 2011 15
Barclaycard Freedom, Nectar Italia and Ponta were all launched as recently as 2010 . 16
Total member numbers of coalition loyalty programs 18
The coalition schemes investigated have an average of 9.57 million members in total each 18
SkyMiles, AAdvantage, Mileage Plus and Priority Club lay claim to the largest total memberships 19
Consumer penetration benchmarking of coalition loyalty programs . 21
There is little apparent relationship between penetration and longevity of coalition loyalty programs . 21
K-Plussa of Finland and OK Cashbag of South Korea have achieved the highest penetration rates . 21
Co-branded payment cards associated with coalition loyalty programs . 25
Co-branded payment cards have been developed for 80% of the 115 schemes analysed 25
Six programs lacking a co-branded products are associated with unbranded payment cards 25
American Express, Bank of America and Citibank are the most frequently used card issuers 27
In terms of the partnership share of networks, MasterCard is clearly ahead of Visa . . 27
.with American Express being particularly strong among programs originating from the airline sector 27
Other banking products associated with coalition loyalty programs 29
In some cases, program members can earn points or miles by taking out or using other banking products . 29
LendingTree is one of the few banking entities to have cultivated coalition programs systematically . 29
Insurance and assistance products associated with coalition loyalty programs . 30
In around one third of cases, points or miles collection is possible through buying motor insurance 30
Other financial services associated with coalition loyalty programs 31
Earning points and miles is sometimes possible through buying identity theft assistance and travel money . 31
.with LifeLock and Travelex being the most visible product providers in this respect . 32
3.0 PROGRAM PROFILES 33
3.1 5Plus 33
Introduction . 33
Date of launch 33
Membership data 33
Member collection and reward systems 33
Co-branded payment cards. 33
Affiliated financial services institutions . 33
Other program participants 33
3.2 A|Club 34



Introduction . 34
Date of launch 34
Membership data 34
3.3 AAdvantage . 34
Introduction . 34
Date of launch 35
Membership data 35
3.4 ABSA Rewards 35
Introduction . 35
Date of launch 36
Membership data 36
3.5 Advantage . 36
Introduction . 36
Date of launch 36
Membership data 37
3.6 Aeroplan . 37
Introduction . 37
Date of launch 37
Membership data 38
3.7 Agribonus . 38
Introduction . 38
Date of launch 39
Membership data 39
3.8 Air Miles Middle East . 39



Introduction . 39
Date of launch 39
Membership data 40
3.9 Air Miles Netherlands . 41
Introduction . 41
Date of launch 41
Membership data 41
3.10 Airmiles UK 41
Introduction . 41
Date of launch 42
Membership data 42
3.11 ANA Mileage Club . 43
Introduction . 43
Date of launch 43
Membership data 43
3.12 Asiana Club . 44
Introduction . 44
Date of launch 44
Membership data 44
3.13 Asia Miles 45
Introduction . 45
Date of launch 45
Membership data 45
3.14 Axess . 46



Introduction . 46
Date of launch 46
Membership data 46
3.15 Barclaycard Freedom . 47
Introduction . 47
Date of launch 47
Membership data 47
3.16 Basma 48
Introduction . 48
Date of launch 48
Membership data 48
3.17 Bene+ . 48
Introduction . 48
Date of launch 49
Membership data 49
3.18 Best Western Rewards 49
Introduction . 49
Date of launch 49
Membership data 49
3.19 BLU Members 50
Introduction . 50
Date of launch 50
Membership data 50
3.20 Bonus . 51



Introduction . 51
Date of launch 51
Membership data 51
3.21 BonusLink 52
Introduction . 52
Date of launch 52
Membership data 52
3.22 BSW 53
Introduction . 53
Date of launch 53
Membership data 53
3.23 CAA Dollars . 54
Introduction . 54
Date of launch 54
Membership data 54
3.24 CashReturns 55
Introduction . 55
Date of launch 55
Membership data 55
3.25 Choice Privileges 56
Introduction . 56
Date of launch 56
Membership data 56
3.26 CMR Puntos . 57



Introduction . 57
Date of launch 57
Membership data 57
3.27 DeutschlandCard 58
Introduction . 58
Date of launch 58
Membership data 58
3.28 Discovery Vitality . 59
Introduction . 59
Date of launch 59
Membership data 59
3.29 Dividend Miles 60
Introduction . 60
Date of launch 60
Membership data 60
3.30 dotz 61
Introduction . 61
Date of launch 61
Membership data 61
3.31 eBucks 62
Introduction . 62
Date of launch 62
Membership data 62
3.32 Enel Premia . 62



Introduction . 62
Date of launch 63
Membership data 63
3.33 enJoy Card 63
Introduction . 63
Date of launch 63
Membership data 64
3.34 Executive Club . 64
Introduction . 64
Date of launch 64
Membership data 64
3.35 FlyBuys . 65
Introduction . 65
Date of launch 65
Membership data 65
3.36 Flying Blue . 66
Introduction . 66
Date of launch 66
Membership data 66
3.37 Flying Club 67
Introduction . 67
Date of launch 67
Membership data 67
3.38 Frequent Flyer 68



Introduction . 68
Date of launch 68
Membership data 68
3.39 Friendship Card 69
Introduction . 69
Date of launch 69
Membership data 69
3.40 Furora . 70
Introduction . 70
Date of launch 70
Membership data 70
3.41 Futura Rewards 71
Introduction . 71
Date of launch 71
Membership data 71
3.42 goldpoints plus . 72
Introduction . 72
Date of launch 72
Membership data 72
3.43 Goopon . 73
Introduction . 73
Date of launch 73
Membership data 73
3.44 Happy Go Card . 74



Introduction . 74
Date of launch 74
Membership data 74
3.45 HBC Rewards 75
Introduction . 75
Date of launch 75
Membership data 75
3.46 Hilton HHonors . 76
Introduction . 76
Date of launch 76
Membership data 76
3.47 Hyatt Gold Passport . 77
Introduction . 77
Date of launch 77
Membership data 77
3.48 Hyundai Card . 78
Introduction . 78
Date of launch 78
Membership data 78
3.49 i-mint 78
Introduction . 78
Date of launch 79
Membership data 79
3.50 Iberia Plus 80



Introduction . 80
Date of launch 80
Membership data 80
3.51 Infinity Rewards . 81
Introduction . 81
Date of launch 81
Membership data 81
3.52 JAL Mileage Bank . 82
Introduction . 82
Date of launch 82
Membership data 82
3.53 K-Plussa . 83
Introduction . 83
Date of launch 83
Membership data 83
3.54 Labicard 83
Introduction . 83
Date of launch 84
Membership data 84
3.55 Lotte Card 84
Introduction . 84
Date of launch 84
Membership data 84
3.56 M-CUMULUS . 85



Introduction . 85
Date of launch 85
Membership data 85
3.57 Mahala 86
Introduction . 86
Date of launch 86
Membership data 86
3.58 Malina . 87
Introduction . 87
Date of launch 87
Membership data 87
3.59 Marriott Rewards . 87
Introduction . 87
Date of launch 88
Membership data 88
3.60 Max Medicum . 88
Introduction . 88
Date of launch 89
Membership data 89
3.61 Maximiles 89
Introduction . 89
Date of launch 90
Membership data 90
3.62 Maximum . 91



Introduction . 91
Date of launch 91
Membership data 91
3.63 Maybank TreatsPoints . 92
Introduction . 92
Date of launch 92
Membership data 92
3.64 MedMera Kort 93
Introduction . 93
Date of launch 93
Membership data 93
3.65 Mileage Plus . 94
Introduction . 94
Date of launch 94
Membership data 94
3.66 Miles & More 95
Introduction . 95
Date of launch 95
Membership data 95
3.67 More Rewards 96
Introduction . 96
Date of launch 97
Membership data 97
3.68 Multiplus Fidelidade . 97



Introduction . 97
Date of launch 98
Membership data 98
3.69 Multipont . 98
Introduction . 98
Date of launch 99
Membership data 99
3.70 Najm JCB 99
Introduction . 99
Date of launch 99
Membership data 99
Member collection and reward systems . 100
Co-branded payment cards 100
Other program participants . 100
3.71 NBK Reward Points 100
Introduction 100
Date of launch . 100
Membership data . 100
3.72 NCB Loyalty . 101
Introduction 101
3.73 Nectar Italy . 102
Introduction 102
3.74 Nectar UK 103



Introduction 103
3.75 OKcard . 104
Introduction 104
3.76 OK Cashbag . 105
Introduction 105
3.77 OnePass 106
Introduction 106
3.78 PAYBACK . 107
Introduction 107
3.79 Pika 108
Introduction 108
3.80 Plus 109



Introduction 109
3.81 pomm 110
Introduction 110
3.82 Ponta 111
Introduction 111
3.83 Premia Karta 111
Introduction 111
3.84 Premium Club . 112
Introduction 112
3.85 Priority Club 113
Introduction 113
3.86 RealRewards 114



Introduction 114
3.87 RewardsCentral 115
Introduction 115
3.88 Ripley Puntos . 116
Introduction 116
3.89 S-Etukortti 117
Introduction 117
3.90 S'Miles 118
Introduction 118
3.91 Säästukaart 119
Introduction 119
3.92 Samsung Card 120



Introduction 120
3.93 ServiClub . 120
Introduction 120
3.94 Shukran . 121
Introduction 121
3.95 Sky Pearl Club 122
Introduction 122
3.96 SkyMiles 123
Introduction 123
3.97 Skypass . 124
Introduction 124
3.98 Skywards . 125



Introduction 125
3.99 Smiles . 126
Introduction 126
3.100 Starwood Preferred Guest 127
Introduction 127
3.101 Supercard . 128
Introduction 128
3.102 SuperShop . 129
Introduction 129
3.103 T-Point . 129
Introduction 129
3.104 Top Club Q . 130



Introduction 130
3.105 Toyota More . 131
Introduction 131
3.106 Travel Club . 132
Introduction 132
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