This document discusses customer loyalty programs and gamification strategies using the Travel Club loyalty program as a case study. Travel Club is a coalition loyalty program that works by customers earning points from 30 sponsor brands totaling 9.5 billion euros in related turnover annually. Travel Club has successfully used gamification techniques like games embedded within the loyalty program to increase engagement, acquisition, and retention. Their most recent game, Puntos Viajeros, turned the loyalty program itself into a game where customers earn points across partner companies to win rewards in a continuous cycle of differed rewards designed to create emotional links. Gamification has been a key part of Travel Club's strategy in recent years through interactive and rewarding content on their website, mobile app, emails, social

1. Customer Loyalty and
Gamification
Engaging with Games:
The Travel Club Case
Miguel Ángel Gomez
Marketing and Sales Director
Travel Club
Gamification Word Congress

2. •2
Points Issuance
Points
redemption
Personalised,
multichannel
communication
Rewards (Travel & More)
1,71M rewards given. Market
value: 73M € (2011)
Leading Brands
30 Sponsors: 9.500 M€
TC related turnover (2011)
6 M Households
Collectors
Profitable
customer
management
How does a coalition loyalty programme work?
Customer lift, shift & retention
650.000 daily transaccions

3. The basic drivers
Shift (Acquisition)
Lift
Retention
About Customer Loyalty
The tools
Data
Intelligence
Communication
Incentives
Earning/Burning
Points
Miles
Vouchers
Discounts
The individual behaviour
Frequency
Average spend
Cross selling
Share of wallet
CSR

4. ENGAGEMENT
“We love sharing
but we want you
all to ourselves”
The name of the game: ENGAGEMENT

5. Gamification – Travel Club

6. Question marks about loyalty and gamification
 Can a gamification strategy bring you
more…?
Attention
Atraction
Awareness
Loyalty
 Can increase...?
Click-throughs
Visits to web or app
Conversion rates
Make your brand more social
 And improve...?
Adquisition
Re-engement
Average spend
Retention
ENGAGEMENT

7. Gamification&Travel Club: A Game inside a Game
Travel Club is a loyalty program and it is itself a game in which you have to
get points in the associated companies in order to win rewards. A continuous
cycle of differed rewards able to create emotional links.

8. More than 1 Million unique collectors/players
Gamification has been a consistent strategy the last few years. The games
carried out have been an interactive and rewarding content, displayed as
a new layer on every channel...
Web site, mobile app, email campaigns, social media,
printed statements and catalogues and, specially, POS

9. MOTIVATION?
Our last one: Puntos Viajeros
A game inside a game inside another game

10. Puntos Viajeros

11.  Objectives, strategy, mechanics, ... We must connect the different elements
and give them sense in the overall marketing plan.
 Motivation, momentum, relevance ... are key elements in the implementation
and they will be key to attract users.
 We use gamification techniques to facilitate learning, support promotional
activities, promote certain kpi's, capturing the attention of the less related to
stronger linkages loyalty.
 The improvement in managing digital channels (online migration) is a very
suitable target.
 Using gamification in social media incorporates a variable multiplier virality
its positive effects and followers increases significantly.
 There is a difficult balance between design brilliance and total number of
users / players.
 Technology is an enabler for the issuer and often the barrier to the user.
Conclusions

13.  www.travelclub.es
 Travel Club App
magomez@travelclub.es
fidelidades.com