situation
Our client, a leading loyalty marketing company, evolved from being an airline’s frequent flier program to becoming a standalone coalition loyalty program that issues airline miles redeemable for rewards.
We profiled their 4.4 million+ members and envisioned four personas that best represented the prime mile holders. Determining the motivators for each persona helped us build a rewards portfolio that appealed to each of them.
We designed 10 categories and 120 rewards to provide members with a variety of intriguing redemption options. Our client was pleased with the creativity and relevance of the portfolio, and signed an agreement to have us supply services for rewards procurement, fulfillment and customer service. We launched the program in only four months.
solution
Maritz has been supporting this program since 2004, beginning with experiential rewards and growing to include gift cards, travel and merchandise. We represent over 800 SKUs -- the broadest offering of any consumer loyalty program.
We’ve accomplished this based on our supplier relationships, buying power, understanding of what our client’s members want, and making recommendations that align with their habits, demographics and interests.
We manage rewards sourcing and purchasing, making monthly additions to the catalogue to keep the offering fresh. As well, we handle order fulfillment, housing all gift cards and approximately 20% of the catalogue merchandise on site, and work in conjunction with drop/ship suppliers. We regularly interact with members to support inquiries and are able to contribute to the excellent customer experiences that build true consumer loyalty. In fact, Member Experience is the guiding light for our decisions, informing our Rewards Strategy throughout the stages of member Attraction, Miles Redemption & Issue Resolution.
As we are always looking for new opportunities to get members earning and redeeming, we regularly recommend seasonal promotions and pursue new partnerships to give members more chances to earn.
results
- 5+ year partnership
- Portfolio evolving: new programs being added for redeeming and earning points
- We support programs with our client’s major sponsors
- Through member engagement, we are able to help the client build customer loyalty
- We collect customer data that can be analyzed and then adjust programs accordingly
