Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

LoyaltyAwards_shortlist15

109 vues

Publié le

  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

LoyaltyAwards_shortlist15

  1. 1. APRIL 2015 Loyalty MagazineLoyalty Magazine APRIL 2015 16 The Loyalty Awards THE LOYALTY AWARDS 17 The ShortlistMassive increase in entries reflects vibrant loyalty business A fantastic 30% increase in entries forThe Loyalty Awards 2015 for the EMEA region has resulted in some tough decisions for the shortlisting judges who had to prune the numbers down for the final day of judgement. Entries this year were from an even wider range of businesses,with mobile schemes well represented.They have come from virtually every country in the EMEA region. Particularly high numbers were entered into theBest LoyaltyProgrammeMarketing Campaign of theYear,the new categories – Best LongTerm Loyalty Programme and Best Use of Gamification to Enhance Loyalty – and Best New Loyalty Programme of theYear.This last category is significant, because it reflects the level of interest in loyalty,and illustrates the large number of new loyalty initiatives being introduced. The Loyalty Awards EMEA is firmly established asTHE loyalty event of the year and in 2015 we expect well in excess of the 700 loyalty professionals who attended the Gala Awards Evening last year. This year it takes place on June 9 at the Grosvenor House,Park Lane,London.Early booking is advised to make sure you secure a good position for your table. Networking AsThe Loyalty Awards grow and develop, we are building up a core of returning entrants and attendees who make sure they blank out their diaries each year for the big event.We also welcome new entrants and attendees each year as the event grows and widens its appeal. Achievement Being a finalist forThe Loyalty Awards is a massive achievement,and we congratulate those companies appearing on the following pages.They have demonstrated excellence,imagination,creativity and business acumen to get this far. The shortlist for the regional categories (Best Loyalty Programme of theYear for Central & Eastern Europe,European Union &Turkey and Middle East & Africa will be made available to guests during the Gala Evening,prior to the announcement of the regional winners.This will be together with the overall winner – Best Loyalty Programme of theYear.This category is sponsored by Ketchup Agency. The Personality of theYear will also be announced on the night ofThe Loyalty Awards Gala Evening. Congratulations to everyone!
  2. 2. Loyalty Magazine APRIL 2015 18 THE LOYALTY AWARDS SHORTLIST THE LOYALTY AWARDS FINALISTS 19 APRIL 2015 Loyalty Magazine Barilla / Advice Group Amici del Mulino “Amici del Mulino”is a digital relationship platform developed by Barilla with Advice Group.First launched in 2013 the aim was to build a strong connection with kids through educational activities and game mechanics. Enhanced in 2014 through a multichannel loyalty scheme fostered by a 1to1 marketing plan,it has become an innovative example of gamification mechanics in the Italian FMCG industry. Auchan France /TCC Looney Tunes FETE DU SPORT A short term loyalty programme implemented byTCC and Auchan France featuring Looney Tunes cartoons to engage shoppers during the key back to school trading period.The eight week customer loyalty promotion took place in 140 stores,featuring free LooneyTunes collector cards,together with a collector album and LooneyTunes soft toy range. Best Use of Gamificationto enhance Loyalty /// New /// Cable &Wireless Win & Drive Subscribers of the loyalty programme Cable Points can participate in this game/lottery by SMS‘Grand’using a short code to redeem loyalty points for a ticket using mobile phones. At the end of the lottery,the winner receives a star prize such as a brand new Hyundai Grand i10 costing £12,400 or an SR8000 - worth twice the average minimum salary in Lithuania.The campaign helped increase the loyalty base by 11% in just 5 months. Dansk Supermarked Winning hearts Dansk Supermarked,the largest Danish retail company,not only lets customers win hearts (points) in the mobile based Christmas game, but also wins their hearts with an improved image of its bricks and mortar stores due to its customer interaction.This results in increased sales online and offline and is achieving an increased market share for the company. Dubai Police Virtual applications Dubai Police has employed cutting-edge video games technologies to create virtual incidents ranging from crime scenes to traffic accidents to hostage scenarios.These require SWAT planning and intervention in an engaging way that mimics real-life situations to allow the trainee to learn-by-doing to harness his skills in a safe and practical environment. JetBlue Airways / Comarch JetBlue’s TrueBlue Badges TrueBlue Badges is a social engagement extension of JetBlue’s loyalty programme that enables interaction with customers outside of their normal booking and flying activities. Members are able to earnTrueBlue points for the badges they collect for various activities, share contextualized branded content and build their loyalty user profiles. MAXIMA / Boost Puponautai II Puponautai was implemented by Boost on behalf of Baltics market retailer Maxima. Now Puponautai II has run for 10 weeks,in 230 shops,with 7 million Beans distributed, illustrating a huge national response.Results: a significant increase in sales, shopper visits, commercial benefits,average receipts and footfall at the POS,together with the highest participation in the country. Quidco Quidco’s Christmas‘Cookie Trail’ Last Christmas,Quidco’s‘CookieTrail’game helped increase member engagement with exclusive festive cashback offers at an unprecedented level.For three weeks participants solved daily clues that directed them to retailer pages where they could collect Cookies,each of which represented an entry into a superdraw and the chance to secure thousands of‘instant win’prizes. Gamification is a new category this year because of its rapid rise in importance within loyalty In today’s digital and social world,consumers are much more discerning about how and where they spend their time online.The adoption of smartphones and tablets,the multi-screen consumption of media and the movement between devices based on the context of their use is fundamentally changing the way consumers interact and transact with brands.As a consequence,marketers need their digital marketing strategies to work harder in securing consumer attention and keep them engaged with their brand. One of the biggest... One of the largest categories this year,which had to be seriously shortlisted,gamification is being used for everything from training to customer engagement.There are criticisms that it is often misinterpreted, but as it is a new phenomenon it is difficult to set many ground rules. With smartphones providing anytime anywhere access,the fundamental objective of gamification is to inspire and motivate individuals to perform better and achieve more in those activities in which they choose to participate.It supports positive changes in behaviour by tapping into a person’s psyche and addressing their unique needs and motivations. The reasoning behind gamification... • Achievement – virtual rewards,points or tangible prizes for achieving goals • Recognition – earning badges or tokens to demonstrate status or participation levels or expertise,skills and capabilities • Competition – ranking performance against other consumers by leveraging leaderboards • Social collaboration – sharing achievements,reviews, providing recommendations and reinforcing that behaviour through rewards We had a tremendous response to the new gamification category this year,and the ten finalists had to fight some stiff competition to make the final cut.We very much look forward to announcing the first gamification winner at the Gala Evening on June 9 – and watching this category go from strength to strength. It’s not just a game... This is serious business Topaz Energy Play or Park loyalty game Topaz Energy is Ireland’s largest Fuels and Convenience retailer with its Play-or-Park loyalty programme.Points are earned on fuel and shop purchases to be played via the mobile app,online,or free text,for monthly Experiences-of-a-Lifetime and guaranteed FREE-Treats. Wanda Digital gnctrkcll mobile application This application brings together GSM and non-GSM benefits of the brand.By processing customer behaviour and engagement,it then createspersonalizedbenefitsviaagamification engine in order to build brand loyalty.
  3. 3. Loyalty Magazine APRIL 2015 20 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 21 APRIL 2015 Loyalty Magazine Coalition Rewards PINS: the first shopper flyer loyalty programme in the world PINS is the first Shopper Flyer loyalty programme in the world,launched in March 2014.This technically unique loyalty programme model combines data of two different types of programmes – traditional frequent flyer and coalition type of loyalty programmes. Nicholson / Eagle Eye Solutions Ale Trail application Through its partnership with Eagle Eye Solutions,leading pub chain Nicholson’s launched in November 2014 the first pub based loyalty and rewards application seen in the UK. Eagle Eye’s AIR platform allows retailers and hospitality businesses to adopt digital loyalty and mobile coupons. Heathrow Airport / Comarch Heathrow Rewards Instant redemption app The Heathrow Rewards programme gives members points whenever they spend at Heathrow.This involves 150 commercial partners and over 400 vendor outlets including catering,shops,bureaux,car parks,car rental and Heathrow Express. Mastercard / Inspire Europe Inspire Europe in partnership with MasterCard Loyalty Solutions Inspire is the travel redemption partner for MasterCard Loyalty Solutions across EMEA. This unique travel platform uses revolutionary technology to provide a unique travel solution for cardholders.Launched with an initial client in Poland in January 2014 the solution is now live with 16 reward programmes across six countries,with plans to launch in a further five countries in 2015. Morrisons Match & More / Capgemini Price match and points reward card In October 2014,Morrisons launched Match & More.This is the first programme of its kind to combine loyalty and price match into one proposition – and the first to price match Aldi and Lidl plusTesco,Sainsbury’s and Asda. Shoppers can also collect points on hundreds of products and fuel. Best use oftechnology in a Loyalty Programme Mothercare / RAPP Becoming the world’s most caring retailer First-time mums want the best for their baby,but how do they know where to start? Mothercare connected all customer channels to its database,ensuring that helping new mums to become the best they can be is at the heart of its strategy. Pegasus Airlines / MonitiseYazilim Mobile loyalty offering Pegasus Airlines,the fastest growing airline in Europe,renovated its mobile loyalty offering to better serve ever-changing traveller needs. With the Pegasus Plus loyalty programme at the centre of its customer experience,Pegasus engaged Monitise to design and develop Turkey’s first airline apps,available in both Turkish and English.As of January 2015,the apps were responsible for 10% of Pegasus Airlines’ total sales and 16% of its online sales. The Saudi Investment Bank / Ketchup Loyalty Marketing Saudi Investment Bank loyalty programme The Saudi Investment Bank has launched the SAIB loyalty programme comprising discounts, points for catalogue redemptions and conversion to airline miles at the beginning of 2014 to improve SAIB’s image as a strong retail bank and to increase customer satisfaction and thus NPS to grow more strongly in retail banking. Best User Experience MAXIMA / Boost Puponautai II Puponautai was implemented by Boost on behalf of Baltics market retailer Maxima. Now Puponautai II has run for 10 weeks,in 230 shops,with 7 million Beans distributed, illustrating a huge national response.Results: a significant increase in sales,shopper visits, commercial benefits,average receipts and footfall at the POS,together with the highest participation in the country. Monsoon Accessorize / Ikano Insight Incorporating the Accessorize brand Monsoon worked with Ikano Insight to develop and launch a new programme with increased customer benefits for Monsoon Accessorize.It introduced a more customer friendly and accessible loyalty scheme,made it easier for the customer to understand how the programme worked and ensured a better overall experience. Qitaf / SaudiTelecom Company Qitaf Partner redemptions Traditional card & ID based programmes depend on POS machines that are plagued with delays and ever changing human resource to run them.We have successfully overcome this to provide near real-time redemption at all major partner stores,enhancing the overall customer experience. Turkcell Turkcell One Turkcell,Turkey’s leading mobile operator with 35 million customers and a wide range of digital products and services is drastically rethinking and rebranding all its online properties,unifying them into a single design system that could easily scale.The solution had to be simple and intuitive enough to be adopted by the mass market audience and reward its customers. VodafoneTurkey / Ketchup Loyalty Marketing RED loyalty programme VodafoneREDloyaltyprogrammesolelyfocuses onmakinglifemoreconvenient foritscustomer base,supported by the statement:“When you are in need,life stops forVodafone RED and we take action to make your life easier”.In 2014, the RED programme has become one of the major loyalty programmes inTurkey. VodafoneTurkey / Ketchup Loyalty Marketing Vodafone RED & Karafirin – M2M Integrated Digital Solutions TheVodafone RED programme makes life more convenient for its digitalized customers. With this aim,it provides loyalty campaigns satisfying its customers’needs & expectations, supported with high-end technologies including M2Mandintegrateddigitalsolutions. Karafırın campaigns (one of the biggest bakery chain stores throughoutTurkey) are great examples of the success of RED loyalty. Whitbread Whitbread Restaurants loyalty schemes Whitbread Restaurant uses new smart technology to deliver a truly personal relationship in a highly competitive market. Moving away from mass discounting it has turned unknown guests into known.The programme provides long term value with enhancedcustomerexperienceandtechnology to make it easy for everyone,increasing the participation of members in 2014.Sponsored by Sponsored by
  4. 4. Loyalty Magazine APRIL 2015 22 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 23 APRIL 2015 Loyalty Magazine AbbottTurkey / 360DRCMarketing Life is Valuable Club Life isValuable Club is AbbottTurkey’s online diabetes community platform powered by 360DRCMarketing Agency.Club members can reach information related to diabetes via interaction with other individuals,pharmacies, healthcare professionals and via video tutorials, recipes…They earn gifts related to diabetes. There are more than 7 million people including over 20,000 children,withdiabetes inTurkey. Cable &Wireless Happy to Give The Cable &Wireless campaign Happy to Give allows its customers to donate their loyalty points to 3 charities of their choice: The Hospice,Disabled Children and Special Olympics.Using their mobile phone,the customers only need to click and donate the amount of points they wish to give.In return, Cable &Wireless matches any point donated and gives the money to the charities.The results were beyond expectations. Multipont Programme Let’s help Santa! – the best CSR initiative The dynamically growing loyalty programme after its first anniversary,launched a CSR campaign,‘Let’s help Santa!’in order to drive its card owners to be more active in using their cards,and donating money after every point redemption transaction to the Santa Claus Factory Foundationandthroughthistofamilies inneed. Virtual Market Place Youth Day campaign: Helping school kids who don’t have desks We challenged cardholders and staff to take action over NationalYouth Day:swipe your MySchool card to help raise funds for the DesmondTutuTutudesk campaign.Together we could give 2000 kids in rural communities something they needed desperately;a flat surface to write on – a portable lap desk! XLTeam Safe Drive Texting while driving is a growing problem worldwide,which results in more and more car accidents and related damages.An estimated 1 in 4 car crashes in the US involves cellphone use.SafeDrive is an app that rewards drivers for not using their smartphone while driving.With the earned points the user can buy discounted products from loyalty partners.Users are also challenged via gamification to drive safer than peers Best Social Responsibility (CSR) Initiative Linkedto LoyaltyBest Use Of Customer Relationship Management (CRM) in a Loyalty Environment Club Carlson –The Carlson Rezidor Hotel Group / ICLP ‘Thank you’campaign Club Carlson is the frequent guest programme of the Carlson Rezidor Hotel Group. Membership tiers begin with Red,moving up to Silver,Gold and Concierge.2 million active members in the EMEA region stayed with the group at least once in 2014.The programme is a‘thank you’with highly personalised gifts that excite and engage. Heathrow Airport / Acxiom Realigning strategy to improve CRM contribution to corporate objectives With its strategic partner Acxiom,Heathrow Airport reviewed its CRM programme to better understand contribution to,and improve performance against,corporate objectives. After developing a customer journey vision and aligning strategies for data,content,channel, reporting and technology,the enhanced programme returned significant financial and customer satisfaction gains. MultiPlus Card C@T Coupons at till C@T is a personalised approach to targeting customers by using customer data and shopping history to select the most relevant offer for each customer displayed at the point of sale.This results in more personalised campaigns with better benefits,higher coupon relevance and redemption,as well as a slashed cost of direct marketing. Natura Brazil / Comarch Implementation of CRM & loyalty strategy in integrated omnichannel B2C & B2B business model Natura Brazil and Comarch have successfully implemented a comprehensive multichannel CRM strategy in the cosmetics market.This involved the integration of Natura direct sales,e-commerce and boutiques.On a single IT platform Natura built a recognition and motivation programme for its Consultants and an advanced loyalty programme for end customers. Tatry Mountain Resorts GOPASS – The digital skiing experience GOPASS combines e-shop (remotely loaded ski pass) with a loyalty card and is mixed with eight other features.GOPASS revolutionizes the interaction of a ski resort with skiers.We call GOPASS CRM“the digital skiing experience”. Follow“Emil the Skilover”on his“digital”skiing trip with GOPASS. Turkcell Turkcell Care for professionals Turkcell,with its 34.6 million customers,is the market leader in theTurkish mobile market. Competition in the mobile market has become increasingly price-based.Turkcell is a premium brand with a higher price and higher quality perception.The challenge was to lessen the importance of “price”by creating value using customer insights.Customers are segmented based on their lifestyles,one of which is the “professional customer”segment. Volvo / Ketchup Loyalty Marketing Volvo Benimle loyalty programme TheVolvo Benimle loyalty programme was launched in the second half of 2014 to provide exclusive lifestyle offers and privileges solely forVolvo Car owners inTurkey.It has been designed to meetVolvo Car owners’present and future needs,thus the main purpose of the programme is to provide them with comfortable,adventurous and joyful experiences throughout their daily lives. Wanda Digital gnctrkcll mobile application This mobile application gathers all the services, benefits and brand assets under one roof.It tracks customer behaviour and usage via the gamification engine to create personal offers in order to build and improve brand loyalty.
  5. 5. Loyalty Magazine APRIL 2015 24 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 25 APRIL 2015 Loyalty Magazine Cable &Wireless Happy to Give The Cable &Wireless campaign Happy to Give allows its customers to donate their loyalty points to 3 charities of their choice: The Hospice,Disabled Children and Special Olympics.Using their mobile phone,the customers only need to click and donate the amount of points they wish to give.In return, Cable &Wireless matches any point donated and gives the money to the charities.The results were beyond expectations. Coalition Rewards PINS – the first shopper flyer loyalty programme in the world PINS is the first shopper flyer loyalty programme in the world,launched in March 2014.This unique loyalty programme model combines two different types of programmes – traditional frequent flyer and coalition type of loyalty programmes.The launch campaign enrolled more than 1,000,000 new members in less than 12 months! MasterCard MasterCard Pay with Rewards Pay with Rewards is an innovative solution that gives cardholders the freedom to redeem rewards at the point of sale for whatever they want.Leveraging the MasterCard network,this innovation provides a flexible and cost effective way to execute POS reward programmes for card issuers and merchants. Morrisons Match & More In October 2014,Morrisons launched Match & More.This is the first programme of its kind to combine loyalty and price match into one proposition – and the first to price match Aldi and Lidl plusTesco,Sainsbury’s and Asda. Shoppers can also collect points on hundreds of products and fuel. The Saudi Investment Bank / Ketchup Loyalty Marketing Saudi Investment Bank loyalty programme The Saudi Investment Bank has launched the SAIB loyalty programme comprising discounts, points for catalogue redemptions and conversion to airline miles at the beginning of 2014 to improve SAIB’s image as a strong retail bank and to increase customer satisfaction and thus NPS to grow more strongly in retail banking. Best Loyalty Industry Innovation Club Carlson –The Carlson Rezidor Hotel Group / ICLP At Risk – Campaign Club Carlson is the frequent guest programme of the Carlson Rezidor Hotel Group and uses a Gold Points currency.Data analysis and predictive modelling showed a loss of €20m per month from active members who had made a negative change in their staying behaviour.Our objective was to re-engage with these‘at-risk’members and get them rebooking. Club Carlson –The Carlson Rezidor Hotel Group / ICLP Nordics Campaign Club Carlson is the frequent guest programme of the Carlson Rezidor Hotel Group. There was a shortfall in Q4 bookings for the Nordic’s hotels in Q4 of 2013.Eight hotels in particular were experiencing decreased revenue.There was a need to combat this trend head-on and encourage more bookings. Mothercare / Rapp Becoming the world’s most caring retailer First-time mums want the best for their baby,but how do they know where to start? Mothercare connected all customer channels to its database,ensuring that helping new mums to become the best they can be is at the heart of its strategy. MultiPlus Card Coupons at till drive new sales and slash costs C@T is a personalised approach to targeting customers by using customer data and shopping history to select the most relevant offer for each customer displayed at the point of sale.This results in more personalised campaigns with better benefits,higher coupon relevance and redemption,as well as a slashed cost of direct marketing. Turkcell Turkcell proactive tariff consultancy Turkcell established a positively shocking proactive consultancy system,helping customers with a“potential high invoice” before they were billed.Customers who are unaware of the growing bill,due to selecting an offer not matching their needs,are called and given consultancy on which offer to pick and charged on the suitable offer. Best Use of Customer Analytics/Data Sponsored by Sponsored by VodafoneTurkey / Ketchup Loyalty Marketing Avantaj Cepte mobile loyalty platform Avantaj Cepte is a mobile loyalty platfrom that puts an end to the complexity of carrying around physical store loyalty cards.It has a segmented approach in which the platform recognizes customers upon their segments and tariffs and differentiates the user experience, content and offers.Since platform partners’ loyalty cards digitally exist on the platform, it enhances the customer experience and engagement.
  6. 6. Loyalty Magazine APRIL 2015 26 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 27 APRIL 2015 Loyalty Magazine Avios The Avios Big Reward campaign The Avios Big Reward was an integrated marketing campaign designed to build awareness and understanding of Avios in an engaging and inspiring way.We leveraged Avios’partner channels and a media partnership with Channel 4 to unlock national coverage and deliver reach beyond our media budget.This unique campaign allowed us to target a national audience,rather than our traditional London and South East focus. Club Carlson –The Carlson Rezidor Hotel Group / ICLP Q1 Campaign Club Carlson is the frequent guest programme of the Carlson Rezidor Hotel Group.Bookings in EMEA are generally low between January and March compared to the rest of the year. We saw this as an opportunity to reverse the trend by encouraging business travellers to come and stay for longer leisure trips. Coalition Rewards PINS – the first shopper flyer loyalty programme launch campaign PINS is the first shopper flyer loyalty programme in the world,launched in March 2014.This unique loyalty programme model combines two different types of programmes – traditional frequent flyer and coalition type of loyalty programmes.The launch campaign enrolled more than 1,000,000 new members in less than 12 months! Dansk Supermarked Gruppen /TCC Animals of the World take over Denmark In Spring 2014,Dansk Supermarked Gruppen ran a first-of-its-kind loyalty marketing campaign in Denmark to educate children about the animals of the world,through an exclusive partnership with the Discovery Channel and its Animal Planet licence.An in- store marketing campaign rewarded shoppers for their loyalty with exclusive educational stickers and album sets.The 8 week campaign ran from March in all Fotex and Bilka stores (Dansk Supermarked banners) and included interactrive marketing,swap days and roadshows. Electric Ireland Electric Ireland Powering Rewards In partnership with Ireland’s second largest food retailer SuperValu,customers could save up to €120 a year on their energy bills. In partnership with SuperValu’s own loyalty programme,customers could now earn reward points when they paid their Electric Ireland energy bills and use these points to save money on their next bill.Customers can win once-in-a-lifetime experiences every quarter. Le Club Accorhotels Rewarding your loyalty with Le Club Accorhotels Committed to putting members at the heart of its programme,Le Club Accorhotels launched a campaign to raise awareness,drive enrolments and educate internally on the importance of service in relation to building loyalty.The results exceeded all expectations,with positive impacts on recruitment figures plus members’ bookings and repeat bookings. Best Loyalty Programme Marketing Campaign MERKUR Austria / TCC Merkur Austria Looney Tunes A shortterm loyalty programme created and implemented byTCC for MERKUR Austria (REWE Group) to win over the young-at-heart and gain a greater share of their shopping spend. Virtual Market Place Vote4Charity with MySchool MyVillage MyPlanet Who is South Africa’s favourite charity?We challenged all MySchool MyVillage MyPlanet supporters to get involved:vote online for your favourite charity and challenge your friends to do the same.TheTop 5 charities received large cash donations plus the bragging rights to be “SA’s favourite charity”. VodafoneTurkey / Ketchup Loyalty Marketing Vodafone KaraKartal VodafoneTurkey signed a 10 year sponsorship deal in 2013 with Besiktas,one ofTurkey’s oldest sports clubs,which includes rights to the Istanbul soccer club’s new stadium (Vodafone Arena) and jersey advertisements. Vodafone KaraKartal is the sports community programme designed under this renowned sponsorship deal,aiming to serve as an enabler platform for all Besiktas fans inTurkey. Zorlu Property Group / Ketchup Loyalty Marketing Zorlu World – Miles&Smiles Campaign ZorluWorld is a loyalty programme serving the Zorlu Performing Arts Center,Raffles Istanbul, Residences,Offices and Shopping Mall within Zorlu Center Istanbul.While ZorluWorld Loyalty programme was being prepared,we came up with an effective marketing campaign with the idea of capturing the customer’s attention to the programme and its benefits that await them.Hence ZorluWorld Miles&Smiles“air travel”marketing campaign acted as a teaser to the world of benefits that would embrace customers as of March 2015. Club Carlson –The Carlson Rezidor Hotel Group / ICLP ‘New Year’campaign Club Carlson is the frequent guest programme of the Carlson Rezidor Hotel Group. We wanted to start the new year with a bang, letting our active members know how much we appreciated their loyalty and encouraging them to book more trips in 2014. Rather than a standard money-saving offer, we gave them something extra special and inspiring.A brand experience they would never forget. JetBlue Airways / Comarch JetBlue’s TrueBlue Badges TrueBlue Badges is a social-engagement extension of JetBlue’s loyalty programme that enables interaction with customers outside of their normal booking and flying activities. Members are able to earnTrueBlue points for the badges they collect for various activities, share contextualized branded content and build their loyalty user profiles. Tesco Global Zrt / Hammer MS Kft Tesco Rubik loyalty promotion Tesco Hungary offered inspiration and innovation to its customers as Rubik’s cube does.The new loyalty programme was more than a campaign.It’s the celebration of creativity.Thanks toTesco,in 2014 thousands of Christmas trees hid a Rubik’s Cube,just like in 1974 when it was invented. Bupa Global /Them London Brand building with birthdays In 2014,Them worked with Bupa Global to deliver a customer engagement campaign, Bupa Plus,which was developed to maintain long-term customer relationships.Bupa Plus is digitally-led,with a programme of email communications.As part of this,Them designed,developed,and delivered a bespoke birthday email that pulled through dynamic content and animation dependent on the recipient’s age. Turkcell Turkcell Supertradesmen Super Esnaf is a communication programme to improve brand perception and build loyalty among a segment that is particularly hard to reach:the owners of small businesses,or ‘esnaf’(tradesmen) as they’re called inTurkish. The programme emphasizes that the brand stands by the traditional values of a close-knit community. Best use of Communications in a Loyalty Programme (INCLUDING SOCIAL MEDIA)
  7. 7. Loyalty Magazine APRIL 2015 28 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 29 APRIL 2015 Loyalty Magazine MyCheck / CCGroup Busaba Eathai and MyCheck set the standard for mobile loyalty Busaba Eathai,the UK’s leadingThai restaurant group,and MyCheck developed a loyalty and payment application that has set the benchmark for mobile in the hospitality sector. The service has a 74% conversion rate with 39% of users returning to dine. Whitbread Whitbread Restaurant loyalty schemes Delivering a truly personal relationship in a highly competitive market,and moving away from mass discounting it has turned unknown guests into known.Combining points and targeted benefits with the customer at its heart.The programme provides long term value,with great customer experience and use of new smart technology to make it easy. Anchor /Whynot! Anchor Rewards Club The Anchor Rewards Club (ARC) and supporting CRM programme were created to give consumers a reason to purchase Anchor products beyond price.ARC has been developed as a transactional mechanic,which captures consumers’data to build loyalty with customers who can be influenced to buy more frequently. COOP Adriatica /TCC Group Supervitamini (The Super Vitamins) Short-term loyalty programme created and implemented byTCC for Coop Adriatica in Italy promoting healthy eating for children and supporting four local children’s charities. Dansk Supermarked Winning hearts Dansk Supermarked,the largest Danish retail company,not only lets customers win hearts (points) in the mobile based Christmas game, but also wins their hearts with an improved image of its bricks and mortar stores due to its customer interaction.This results in increased sales online and offline and is achieving an increased market share for the company. Greggs / Eagle Eye Solutions Greggs Rewards Greggs wanted to increase loyalty among its customers and drive consumers into its shops through a mobile payment application.Greggs Rewards,which was launched in February 2014,involved Eagle Eye Solutions working in partnership with Greggs to develop a mobile payment and loyalty application that would help them leapfrog the competition. MAXIMA / Boost Puponautai II Voted the best collectible promotion of the year 2014 (August-October 2014) in Lithuania, Puponautai was implemented by Boost on behalf of the market leader in the Baltics: retailer Maxima.Now Puponautai 11 has run for 10 weeks,in 230 shops,with 7 million Beans distributed.There are around 400,000 children aged 0-14 in Lithuania.The programme broke records for the highest participation and a significant increase in sales,shopper visits, commercial benefits,average receipts and footfall at the POS. Morrisons – Match & More Price match and points reward card In October 2014,Morrisons launched‘Match & More’.This is the first programme of its kind to combine loyalty and price match into one proposition – and the first to price match Aldi and Lidl plusTesco,Sainsbury’s and Asda. Shoppers can also collect points on hundreds of products and fuel. Loyalty Programme oftheYear – Retail (Food) Lloyds Bank / Aimia Everyday Offers powered by Cardlytics The Lloyds Bank‘Everyday Offers’loyalty programme delivers up to 15% cashback with leading UK retailers.Through‘It’s On Us’,Lloyds also pays back customers each month for something they’vebought (up to£500)on their debit / credit card.  Over 2014,1.2m customers enrolled into‘Everyday Offers’,while 62,000 purchases were repaid through‘It’s On Us’. Akbank Emotional Touch In 2014,Akbank launched EmotionalTouch Project,a loyalty programme to create a positive perception about banks regarding credit usage.We designed special gift boxes and told the story of each present inside.By doing so,our gifts turned into a present coming from a friend,which improves loyalty. Loyalty Programme oftheYear – Financial Services Aviva / Cherry London Aviva Advantages Insurance is typically an annual grudge purchase,giving customers little reason to build a relationship with their insurer. Through Aviva’s customer rewards programme - Aviva Advantages - customers now have a reason to interact with Aviva more frequently,and in turn,Aviva have proven they stay longer and buy more. The Saudi Investment Bank / Ketchup Loyalty Marketing Saudi Investment Bank loyalty programme The Saudi Investment Bank has launched the SAIB loyalty programme comprising discounts, points for catalogue redemptions and conversion to airline miles at the beginning of 2014 to improve SAIB’s image as a strong retail bank and to increase customer satisfaction and thus NPS to grow more strongly in retail banking.
  8. 8. Loyalty Magazine APRIL 2015 30 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 31 APRIL 2015 Loyalty Magazine Ebookers Bonus+ : the travel rewards programme that gives customers more Research identified a lack of loyalty in the travel industry with 69% of consumers saying they will visit more websites than before to plan their holiday in the next year.Consumers said travel rewards programmes were too complicated,too hard to earn and complex to redeem.In 2014 ebookers launched BONUS+, an innovative new rewards programme.It is free and rewards are earned and instantly redeemable.Where competitors failed to gain loyalty BONUS+ has been a unique rewards offering focusing on delivering instant travel rewards. JetBlue Airways / Comarch JetBlue’s TrueBlue Badges TrueBlue Badges is a social-engagement extension of JetBlue’s loyalty programme that enables interaction with customers outside of their normal booking and flying activities. Members are able to earnTrueBlue points for the badges they collect for various activities, share contextualized branded content and build their loyalty user profiles. Le Club Accorhotels Le Club Accorhotels – rewarding customers for their loyalty While the trend in the marketplace was to devalue loyalty programmes,2014 saw Le Club Accorhotels launch a new generosity structure which resulted in members earning up to 25% more points as well as benefiting from a range of exclusive member-only services. Tatry Mountain Resorts Building the first truly digital ski resort in Europe GOPASS combines an e-shop (remotely loaded ski pass) with a loyalty programme with eight main features.It is the first time a ski resort has implemented all these features to such an extent in one programme. Whittlebury Hall Hotel and Spa ‘me time’loyalty programme To deliver business objectives,enhance the customer experience,and drive incremental commercial revenue,Whittlebury Hall Hotel and Spa launched a new loyalty programme, ‘me time’.The programme is our way of saying thank you to our spa guests for choosing Whittlebury Hall,with members receiving exclusive offers and rewards. Loyalty Programme oftheYear –Travel Dansk Supermarked Winning hearts Dansk Supermarked,the largest Danish retail company,not only lets customers win hearts (points) in the mobile based Christmas game, but also wins their hearts with an improved image of its bricks and mortar stores due to its customer interaction.This results in increased sales online and offline and is achieving an increased market share for the company. HMV Purehmv loyalty Purehmv is a unique rewards programme, dedicated to bringing fans closer to the entertainment they love.In 2014,350,000 new members joined the points based programme which had been revived following HMV’s administration in early 2013.Member retail spend at HMV totalled over £40m.Customers were told their pre-administration points would be honoured. Loyalty Programme oftheYear – Retail (Non-food) Soyak / Ketchup agency Soyak Elite Club Soyak Elite Club loyalty programme has been designed to obtain real estate investor loyalty, and to make the Soyak brand“top of mind”for investors.Thus,members are granted special discount rates in new Soyak real estate projects and special offers in various lifestyle brands and events. Topaz Energy Play or Park loyalty game Topaz Energy is Ireland’s largest Fuels and Convenience retailer with its Play-or-Park loyalty programme.Points are earned on fuel and shop purchases to be played via the Mobile App,Online,or FreeText,for monthly Experiences-of-a-Lifetime and guaranteed FREE-Treats.
  9. 9. Loyalty Magazine APRIL 2015 32 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 33 APRIL 2015 Loyalty Magazine Nectar / Aimia Nectar,the UK’s most popular loyalty programme As the UK’s largest loyalty programme,Nectar’s goal for 2014 was to be more valuable and rewarding for customers.The numbers speak for themselves… two new national collect partnerships,130 new reward opportunities, 10 million customers participating in cross- partner events with millions of points issued. The end result;a 21% increase in Nectar’s NPS (net promoter score). Ikea / Cloudbiz Ikea Family Knowledge is power.Cloudbiz designed and launched‘IKEA FAMILY’,the loyalty scheme of IKEA,to reveal the true value of customer data and shopping behaviour.By utilizing our experience and expertise in implementing demanding loyalty programmes we offered real and measurable return on investment. Inspire Europe / Mastercard Inspire Europe in partnership with MasterCard Loyalty Solutions Inspire is the travel redemption partner for MasterCard Loyalty Solutions across EMEA. This unique travel platform uses revolutionary technology to prove a unique travel solution for cardholders.Launched with an initial client in Poland in January 2014 the solution is now live with 16 reward programmes across six countries,with plans to launch in a further five countries in 2015. PAYBACK / Loyalty Partner GmbH (part of the American Express Group) From a single point to a whole new world of loyalty Payback has loyalty programmes in Germany, Poland,Italy,Mexico and India,and has just launched Plenti in the US.A success story since its launch in Germany in 2000,into an environment where loyalty wasn’t even allowed.In 2014 it showed that even a success story can be extrapolated.A customer centric approach together with a digitization strategy before the competition made 2014 the most successful year in Payback’s 15 year history. SaudiTelecom Company Qitaf by STC Qitaf is the biggest loyalty programme in GCC, operated in Saudi Arabia by STC.With more than 16 million registered loyalty customers, Qitaf offers its customers access to a wide array of redemption options based on the points and their loyalty tier,Tamayouz. Whitbread Whitbread Restaurants loyalty schemes Delivering a truly personal relationship,in a highly competitive market and moving away from mass discounting It has turned unknown guests into known.Offering 5 points for £1 plus benefits such as a free birthday meal,it delivers increase in spend and visits.A programme providing long term value for both parties with great customer experience. Loyalty Programme oftheYear – Card based Dansk Supermarked Winning hearts Dansk Supermarked,the largest Danish retail company,not only lets customers win hearts (points) in the mobile based Christmas game, but also wins their hearts with an improved image of its bricks and mortar stores due to its customer interaction.This results in increased sales online and offline and is achieving an increased market share for the company. MyCheck/ CC Group Busaba Eathai and MyCheck set the standard for mobile loyalty Busaba Eathai ,the UK’s leadingThai restaurant group,and MyCheck developed a loyalty and payment application that has set the benchmark for mobile in the hospitality sector.The service has a 74% conversion rate with 39% of users returning to dine. SaudiTelecom Company Qitaf by STC Qitaf is the biggest loyalty programme in GCC, operated in Saudi Arabia by STC.With more than 16 million registered loyalty customers, Qitaf offers its members access to a wide array of redemption options based on the points and their loyalty tier,Tamayouz. MAKRO BELGIUM /TCC Global Innovative mobile loyalty app for collecting bonus points to enhance Grundig loyalty programme TCC has successfully developed and rolled out a free mpoints mobile loyalty app for all customers of Makro Belgium to encourage the collection of bonus points in order to get great rewards and offers on a range of Grundig Household Appliances. Turkcell Turkcell Friday Rocks Cuma Candır! (Friday Rocks!) is a year-long loyalty campaign aimed at retaining white- collar customers in a highly price-based market.The programme aims to improve brand perception by embracing white-collar workers’favourite day,Friday,and celebrating it with various brand benefits. Turkcell Platinum Application Turkcell Platinum is a loyalty club for premium Turkcell subscribers.An exclusive club with benefits such as free valet services,24/7 support assistant,free cinema tickets,and discounts inTurkcell flagships,premium brands and places.But some of the Platinum members simply weren’t aware of these benefits.More than 90% of them were using smartphones so we decided to reach out to them there.Turkcell Platinum is an easy access mobile app that can be used only by Platinum members. Loyalty Programme oftheYear – Mobile VodafoneTurkey / Ketchup Loyalty Marketing Avantaj Cepte mobile loyalty platform Avantaj Cepte is a mobile loyalty platfrom that puts an end to the complexity of carrying around physical store loyalty cards.It has a segmented approach in which the platform recognizes customers upon their segments and tariffs,and differentiates the user experience, content and offers.Since platform partners’ loyalty cards digitally exist on the platform, it enhances the customer experience and engagement by reaching them at the right time and right place by offering only relevant offers from these brands. VodafoneTurkey / Ketchup Loyalty Marketing Vodafone KaraKartal VodafoneTurkey signed a 10 year sponsorship deal in 2013 with Besiktas,one of theTurkey’s oldest sports clubs,which includes rights to the Istanbul soccer club’s new stadium (Vodafone Arena) and jersey advertisements. Vodafone KaraKartal is the sports community programme designed under this renowned sponsorship deal,aiming to serve as an enabler platform for all Besiktas fans inTurkey. VodafoneTurkey / Ketchup Loyalty Marketing RED loyalty programme VodafoneREDloyaltyprogrammesolelyfocuses onmakinglifemoreconvenient foritscustomer base,supported by the statement:“When you are in need,life stops forVodafone RED and we take action to make your life easier”.In 2014, the RED programme has become one of the major loyalty programmes inTurkey.
  10. 10. Loyalty Magazine APRIL 2015 34 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 35 APRIL 2015 Loyalty Magazine DENTSPLY / Stream Comms DENTSPLY sinks its teeth into loyalty DENTSPLY Rewards is a customisable e-commerce loyalty platform that enables DENTSPLY,a leading UK dental manufacturer, to engage its audience,target promotions, change buying behaviours,build brand loyalty and increase sales.Developed by marketing consultancy,Stream,DENTSPLY Rewards is a highly flexible,modular platform that has revolutionised DENTSPLY’s loyalty challenge. Heineken UK /Whynot@! Heineken’s Our Shout Whynot! in partnership with Heineken, devised and implemented‘Our Shout’,a groundbreaking national on-trade marketing programme aimed at delivering rewards with real business benefits to outlets and their customers,in return for them stocking Heineken draught products. ImperialTobacco ignite – rewarding the very best independent retail ignite is a points based loyalty programme from ImperialTobacco incentivising retailers who achieve aspirational objectives.By recognising loyalty among our customers we will drive both businesses forward. The combination of rewards and business support helps members maximise their sales and create loyalty amongst their own customers. L’Oreal Dermo Club / Sanal Magaza DermoClub by L’Oreal Turkey DermoClub is an incentive programme of L’OrealTurkey on the B2B channel targeting Dermo advisers working within pharmacies in Turkey.2,500 of the 25,000Turkey pharmacies sell dermocosmetic products and 1500 of this particular group are L’Oreal dealers.With this successful loyalty programme which was started in late 2013 and has continued ever since,L’OrealTurkey is aiming to cover 90% of Dermocosmetic Pharmacies inTurkey by 2017 MotoNovo Finance / Performance Bonus MotorV8 REWARDS – promoting positive consumer outcomes MotoNovo Finance is the fastest growing (became third largest in 2014) independent motor finance company in the UK.In the current financial year (from May 2014) its balance sheet is expected to break through £1.5bn.Rated as the UK’s Car Finance Provider of theYear 2014 and number 14 on the SundayTimes best companies to work for. Loyalty Programme oftheYear B2B Nicholson’s / Eagle Eye Solutions Ale Trail application Eagle Eye Solutions specialise in digital loyalty including promotions and rewards.Eagle Eye’s AIR platform allows retailers and hospitality businesses to adopt digital loyalty and mobile coupons.Through its partnership with Eagle Eye Solutions,leading pub chain Nicholson’s launched in November 2014 the first pub based loyalty and rewards application seen in the UK. SPAR / i-movo A global brand with a local touch i-movo worked with SPAR on its‘Shop&Win’ campaign in the summer of 2014,a major initiative by SPAR designed to attract new customers to SPAR stores and increase the visit frequency of existing customers.i-movo provided its Secure DigitalVouchers as a means to enable the distribution of prize coupons to loyal SPAR shoppers. Schneider ElectricTurkey / Sanal Magaza Global Loyalty and E-Rewards FAZPUAN loyalty programme The objective of the FAZPUAN loyalty programme is to create demand and increase sales within the electrician channel by creating initially a solid member database and eventually loyal customers and providing additional value for them.From the very beginning onwards,a very detailed profile of the electricians was gathered that has led the way to producing various different and creative marketing campaigns to the relevant member groups. VodafoneTurkey / Ketchup Loyalty Marketing Avantaj Cepte mobile loyalty platform Avantaj Cepte is a mobile loyalty platfrom that puts an end to the complexity of carrying around physical store loyalty cards.It has a segmented approach in which the platform recognizes customers upon their segments and tariffs,and differentiates the user experience, content and offers.Since platform partners’ loyalty cards digitally exist on the platform, it enhances the customer experience and engagement by reaching them at the right time and place by offering only relevant offers. Loyalty Programme oftheYear – Coupon orVoucher based TRW KFZ Ausrustung / Loyalty Prime TRW Automotive Aftermarket With 2013 sales of US$17.4 bn,TRW Automotive ranks among the world’s leading automotive suppliers.The Company,through its subsidiaries,operates in 24 countries and employs approximately 65,000 people worldwide.TRW Automotive Aftermarket is a division ofTRW Automotive and is the leading supplier of‘Corner Module’parts (braking, steering and suspension) into the global aftermarket. VodafoneTurkey / Unite AlisverisOrtagim Turkey’s first online enterprise loyalty shopping portal Vodamoney was a gift budget type of acquisition & retention (A&R) tool.It rewarded customers based on their bill amount commitments but the process caused high operational cost toVodafone as well as dissatisfied customers.VodafoneTurkey, Enterprise Business Unit has worked to transformVodamoney into an online shopping portal“www.alisverisortagim.com.tr”which has an automated product delivery process. The project is published as a success story withinVodafone group.
  11. 11. Loyalty Magazine APRIL 2015 36 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 37 APRIL 2015 Loyalty Magazine COOP Switzerland/ Brand Loyalty International Disney Cooking BrandLoyalty,COOP Switzerland & Disney joined forces to create an instant reward promotion supporting magical family moments through the enchantment of Disney and the excitement of cooking.Over 75% of COOP’s shoppers participated in the campaign, resulting in higher market share and engaging a future generation of COOP customers. Cable &Wireless Happy to Give The Cable &Wireless campaign Happy to Give lasted only 28 days.The programme allows its customers to donate their loyalty points to 3 charities of their choice:The Hospice,Disabled Children and the Special Olympics.Using USSD on their mobile phone,the customers only need to click and donate the amount of points they wish to give.In return,Cable & Wireless matches any point donated and gives the money to the charities.The results were beyond expectations. Dansk Supermarked Gruppen /TCC Animals of the World take over Denmark In Spring 2014,Dansk Supermarked Gruppen ran a first-of-its-kind loyalty marketing campaign in Denmark to educate children about the animals of the world.Through an exclusive partnership with the Discovery Channel and its Animal Planet licence, shoppers were rewarded for their loyalty with exclusive educational stickers and album sets. The 8 week campaign ran from March in all Fotex and Bilka stores and included interactive marketing,swap days and roadshows. Dansk Supermarked Winning hearts Dansk Supermarked,the largest Danish retail company,not only lets customers win hearts (points) in the mobile based Christmas game, but also wins their hearts with an improved image of its bricks and mortar stores due to its customer interaction.This results in increased sales online and offline and is achieving an increased market share for the company. Eu.Promotions ‘Il Mondo Coop’– the bricks that build business No more stickers or cards!!When Unicoop Tirreno in Italy introduced this unique building brick programme it proved to be an unequivocal success in achieving its objectives during the crucial November to January trading period:retain and engage with customers, increase turnover and enhance the Coop brand through an innovative,stand-out collector programme. MAXIMA LT,UAB Dormeo Primavera by Agne Kuzmickaite Maxima,Lithuania’s main food retailer, awarded its customers with high quality Dormeo bed accessories made fromTencel fibres,extracted from eucalyptus wood.A partnership between Dormeo and Maxima used renowned Lithuanian designer Agne Kuzmickaite,who added domestic flavour. Increased shop visits,richer average basket value and higher weekly turnover showed once again that the retailer satisfied its customers. Best ShortTerm Loyalty Programme Coalition Rewards PINS – The first Shopper Flyer loyalty programme in the world PINS is the first Shopper Flyer loyalty programme in the world,launched in March 2014.This unique loyalty programme model combines two different types of programmes – traditional frequent flyer and coalition type of loyalty programmes.The launch campaign enrolled more than 1,000,000 new members in less than 12 months! Dansk Supermarked Gruppen Animals of the World take over Denmark In Spring 2014,Dansk Supermarked Gruppen ran a first-of-its-kind loyalty marketing campaign in Denmark to educate children about the animals of the world.Through an exclusive partnership with the Discovery Channel and its Animal Planet licence, shoppers were rewarded for their loyalty with exclusive educational stickers and album sets. The 8 week campaign ran from March in all Fotex and Bilka stores and included interactive marketing,swap days and roadshows. Ebookers BONUS+: MORE cash rewards In August 2014,ebookers,one of Europe’s largest online travel agents,was proud to launch a first of its kind to the travel industry – a free travel rewards programme that offers up to 5% cash rewards earned when booking flights,hotels and packaged trips,instantly redeemable on hotel bookings. Ideal Standard/ ZincNet IdealPRO – building loyalty with plumbers IdealPRO is a dedicated plumber and installer loyalty scheme developed by leading bathroom manufacturer,Ideal Standard. Monsoon Accessorize / Ikano Insight New loyalty scheme driving engagement for Monsoon and Accessorize brands Monsoon and Ikano Insight developed a new joint programme for Monsoon Accessorize. The programme represented a significant expansion to the programme,with research citing considerable added benefits to the customer,driving 152% year on year growth for Monsoon,67% increase in the number of customers spending and improved customer engagement. Morrisons Match & More – Price match and points reward card In October 2014,Morrisons launched Match & More.This is the first programme of its kind to combine loyalty and price match into one proposition – and the first to price match Aldi and Lidl plusTesco,Sainsbury’s and Asda. Shoppers can also collect points on hundreds of products and fuel. Best New Loyalty Programme Multipont ProgramME Multipont real-time programme Multipont customers are rewarded for all their purchases at partner merchants.The rapidly growing membership base is enjoying real- time targeted rewards,personalized messages and ease of access to information,in particular through the programme’s website.Multipont is establishing itself asTHE coalition loyalty programme in Hungary. Piotr i Pawel /TCC Rio 2 – The Rio Birds visit Piotr i Pawel in Poland Short-term loyalty programme implemented by Piotr i Pawel in Poland to help change its image and broaden its appeal by engaging shoppers in an entirely new way . The Saudi Investment Bank / Ketchup Loyalty Marketing Saudi Investment Bank loyalty programme The Saudi Investment Bank has launched the SAIB loyalty programme comprising discounts, points for catalogue redemptions and conversion to airline miles at the beginning of 2014 to improve SAIB’s image as a strong retail bank and to increase customer satisfaction and thus NPS to grow more strongly in retail banking. Vakıf Emeklilik A Vakıf pension company Vakıf Emeklilik is a leading private pension company ofTurkey and known to be a subsidiary ofVakıf Bank,a strong brand in the Turkish banking system. Piotr I Pawel /TCC Rio visits Poland Piotr i Pawel is an upmarket Polish supermarket chain of 100 stores that wanted to change its image and broaden its appeal.Through an exclusive partnership with 20th Century Fox Piotr i Pawel ran an in-store loyalty marketing campaign based on the movie Rio 2,rewarding them with free trading cards and albums.An 8 week programme tied in with theWorld Cup in Brazil.Over 6 million sachets were redeemed. This was the first campaign of its kind in Poland and has set a new trend. PENNY ROMANIA /TCC Global Penny Romania Pyrex knives Short-term loyalty programme created and implemented byTCC for Penny Romania to win the hearts of Romanians and gain a greater share of their shopping spend. Sponsored by
  12. 12. APRIL 2015 Loyalty MagazineLoyalty Magazine APRIL 2015 38 THE LOYALTY AWARDS FINALISTS The Loyalty conference report 39 Aswaaq aswaaq loyalty programme“wafa” With the inception of aswaaq supermarkets in 2008,wafa was introduced to surprise the customers with endless benefits in order to create a remarkable shopping experience for each customer characterised buy happiness. The name wafa was carefully selected to instill asenseofloyaltyincustomersandreflect the Arabic culture of the UAE.The name is a pure Arabic word that means‘The Loyalty’.wafa membersconsist ofmore than180nationalities and make up 65% of aswaaq’s sales. Avios The Avios journey Since its conception in November 2011,Avios has aspired to be a leader in travel rewards. Initially,Avios was the currency of British Airways Executive Club,Iberia Plus and the AviosTravel Rewards Programme which operates in the UK and South Africa.Our mission is to grow the Avios ecosystem by extending the currency to new airlines and partners which adds ever greater utility and relevance for our members. Eurostar International Frequent Traveller Since launching in 1997,Eurostar Frequent Traveller has become one of the most generous and unique travel loyalty schemes around, creating a whole generation of travellers who effortlessly choose the train over a plane. From high customer retention to strong revenue performance,the programme delivers excellent commercial results for Eurostar. SUBWAY / Havas helia Delivering long term loyalty in Europe Subcard,Subways loyalty programme,began in Ireland in 2009.It has expanded to cover the UK,Germany and Austria,and is being extended to Spain and Finland this year. Delivering higher basket value and driving shopper visits,an independently audited analysis measures its additional contribution at over £17m per annum. TANI Paro,Turkey’s first coalition programme Tani’s Paro,the first and largest coalition loyalty programme inTurkey,was launched in 2006 to create a consolidated customer database to enable cross sell and upsell marketing activities,incremental revenue and loyalty. Today Paro’s services have expanded outside of Koc (the top industrial conglomerate in Turkey).With the CRM services it provides,its rich database,its flexible CRM infrastructure and operations,Paro builds a strong bridge between the member companies and their customers. Best Long-Term Loyalty Programme /// New /// Turkcell Smart Women’s Club Based on the needs of housewives,Turkcell has gathered its products and services under Turkcell SmartWomen’s Club which was formed in March 2011.Today,research shows that the club is highly known with an excellent reputation and customer satisfaction. VodafoneTurkey / Ketchup Loyalty Marketing RED loyalty programme VodafoneREDloyaltyprogrammesolelyfocuses onmakinglifemoreconvenient foritscustomer base,supported by the statement:“When you are in need,life stops forVodafone RED and we take action to make your life easier”.In 2014, the RED programme has become one of the major loyalty programmes inTurkey. Clashing loyalty philosophies result in fascinating debate

×