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Australia Loyalty Programs
Woolworths Rewards and Qantas Frequent Flyer are some examples of best in class loyalty programs in Australia because of their high customer engagement and the success of each of these programs.
Australia Loyalty Programs
1. WOOLWORTHS REWARDS: RETAIL INDUSTRY
HOW THE PROGRAM IS ENGAGING WITH CUSTOMERS:
- The company is posing the program as 'one of a kind' benefit membership program with an aim to deepen and strengthen customer relationships by offering personalized offers.
- It is asking customers to sign up in order to earn Woolworths Rewards.
- The company used a weekly catalogue of hyper-personalised offers to engage customers via an email campaign.
MECHANISMS USED FOR THAT ENGAGEMENT:
- Woolworths Rewards is engaging customers mostly through email marketing.
- Woolworths Rewards has used email marketing, display advertising, point of sale, and mobile marketing to engage its customers.
EXAMPLES OF THAT ENGAGEMENT:
- Woolsworth Rewards email program
- Woolsworth Rewards on Facebook
- Woolsworth Rewards on Instagram
WHY THIS IS BEST IN CLASS:
- Woolsworth rewards email campaign had a 16% increase of email open rate and a net promoter score of 10%.
- The company’s hub program had over 2 million customer interactions, and have attributed to over 60,000 new member sign ups.
- According to Woolsworth, by increasing personalized engagement with their customers they had an increase in Rewards members, The number of Rewards members grew to 10.9 million at the end of June 2018.
- Woolsworth Rewards placed second place in the Top 10 Unprompted Most Mentioned Programs in 2017, with 13% of the votes.
2. QANTAS FREQUENT FLYER: TRAVEL INDUSTRY
HOW THE PROGRAM IS ENGAGING WITH CUSTOMERS:
- Qantas Frequent Flyer partnered with BWM Dentsu Sydney to create a loyalty program with the message tagline of ‘Why Not?’
- The ‘Why Not?’ engagement avenues include unique rewards and benefits that can be unlocked as a member of the Qantas Frequent Flyer program.
- Qantas has also partnered with over 200 different companies such as major banks, supermarkets, and insurance companies that buy frequent flyer points from Qantas, which can be used to reward their own customers.
MECHANISMS USED FOR THAT ENGAGEMENT:
- Qantas Frequent Flyer uses digital banner ads, TV ads, outdoor activities, and social media to engage with its customers.
- The company also uses YouTube for its videos ads.
EXAMPLES OF THAT ENGAGEMENT:
- Banner ads.
- A video of Qantas Frequent flyer program.
WHY THIS IS BEST IN CLASS:
- In 2016, 4.9 million seats were purchased with points from the program.
- The Qantas Frequent Flyer program is one of the leading online loyalty redemption programs in Australia with over $100 million in value redeemed each year.
- The Qantas Frequent Flyer program has helped the company to increase its revenue by more than $400 million a year since its launch.
Additional Findings:
Velocity Frequent Flyer: Travel industry
How the program is engaging with customers:
- The company is engaging its customers with offers and promotions using the tagline of #Earnbassadors.
- The engagement was aimed to educate members of the Velocity program about status credits.
Mechanisms used for that engagement:
- Velocity Frequent Flyer loyalty program is using email marketing and social media to engage with its customers.
- The company is also using TV ads.
Examples of that engagement:
Why this is best in class:
The company’s Earnbassadors loyalty program saw a 484.5% increase in positive sentiment and earned 7.6 million in cumulative reach.