16 The Loyalty Awards THE LOYALTY AWARDS 17

The Shortlist Massive increase in entries reflects vibrant loyalty business

fantastic 30% increase in entries Networking for The Loyalty Awards 2015 for the As The Loyalty Awards grow and develop, AEMEA region has resulted in some we are building up a core of returning tough decisions for the shortlisting judges entrants and attendees who make sure who had to prune the numbers down for they blank out their diaries each year the final day of judgement. for the big event. We also welcome new Entries this year were from an even wider entrants and attendees each year as the range of businesses, with mobile schemes event grows and widens its appeal. well represented. They have come from virtually every country in the EMEA region. Achievement Particularly high numbers were entered Being a finalist for The Loyalty Awards is a into the Best Loyalty Programme Marketing massive achievement, and we congratulate Campaign of the Year, the new categories those companies appearing on the – Best Long Term Loyalty Programme following pages. They have demonstrated and Best Use of Gamification to Enhance excellence, imagination, creativity and Loyalty – and Best New Loyalty Programme business acumen to get this far. of the Year. This last category is significant, The shortlist for the regional categories because it reflects the level of interest in (Best Loyalty Programme of the Year for loyalty, and illustrates the large number of Central & Eastern Europe, European Union new loyalty initiatives being introduced. & Turkey and Middle East & Africa will be The Loyalty Awards EMEA is firmly made available to guests during the Gala established as THE loyalty event of the year Evening, prior to the announcement of and in 2015 we expect well in excess of the the regional winners. This will be together 700 loyalty professionals who attended the with the overall winner – Best Loyalty Gala Awards Evening last year. This year Programme of the Year. This category is it takes place on June 9 at the Grosvenor sponsored by Ketchup Agency. House, Park Lane, London. Early booking The Personality of the Year will also be is advised to make sure you secure a good announced on the night of The Loyalty position for your table. Awards Gala Evening. Congratulations to everyone!

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Best Use of Gamification to enhance Loyalty /// New ///

It’s not just a game... Barilla / Advice Group Cable & Wireless JetBlue Airways / Comarch Topaz Energy Amici del Mulino Win & Drive JetBlue’s TrueBlue Badges Play or Park loyalty game “Amici del Mulino” is a digital relationship Subscribers of the loyalty programme Cable TrueBlue Badges is a social engagement Topaz Energy is Ireland’s largest Fuels and platform developed by Barilla with Advice Points can participate in this game/lottery extension of JetBlue’s loyalty programme that Convenience retailer with its Play-or-Park Group. First launched in 2013 the aim was to by SMS ‘Grand’ using a short code to redeem enables interaction with customers outside loyalty programme. Points are earned on build a strong connection with kids through loyalty points for a ticket using mobile phones. of their normal booking and flying activities. fuel and shop purchases to be played via the educational activities and game mechanics. At the end of the lottery, the winner receives a Members are able to earn TrueBlue points for mobile app, online, or free text, for monthly This is Enhanced in 2014 through a multichannel star prize such as a brand new Hyundai Grand the badges they collect for various activities, Experiences-of-a-Lifetime and guaranteed loyalty scheme fostered by a 1to1 marketing i10 costing £12,400 or an SR8000 - worth twice share contextualized branded content and FREE-Treats. plan, it has become an innovative example of the average minimum salary in Lithuania. The build their loyalty user profiles. gamification mechanics in the Italian FMCG campaign helped increase the loyalty base by Wanda Digital industry. 11% in just 5 months. MAXIMA / Boost gnctrkcll mobile application serious Puponautai II Auchan France / TCC Dansk Supermarked This application brings together GSM and Looney Tunes FETE DU SPORT Winning hearts Puponautai was implemented by Boost on non-GSM benefits of the brand. By processing behalf of Baltics market retailer Maxima. customer behaviour and engagement, it then A short term loyalty programme implemented Dansk Supermarked, the largest Danish retail Now Puponautai II has run for 10 weeks, in creates personalized benefits via a gamification by TCC and Auchan France featuring Looney company, not only lets customers win hearts 230 shops, with 7 million Beans distributed, engine in order to build brand loyalty. business Tunes cartoons to engage shoppers during (points) in the mobile based Christmas game, illustrating a huge national response. Results: the key back to school trading period. The but also wins their hearts with an improved a significant increase in sales, shopper visits, eight week customer loyalty promotion took image of its bricks and mortar stores due to its commercial benefits, average receipts and Gamification is a new category this year place in 140 stores, featuring free Looney Tunes customer interaction. This results in increased footfall at the POS, together with the highest collector cards, together with a collector album sales online and offline and is achieving an participation in the country. because of its rapid rise in importance and Looney Tunes soft toy range. increased market share for the company. within loyalty Quidco Dubai Police In today’s digital and social world, consumers are much more discerning Quidco’s Christmas ‘Cookie Trail’ Virtual applications about how and where they spend their time online. The adoption of Last Christmas, Quidco’s ‘Cookie Trail’ game smartphones and tablets, the multi-screen consumption of media and Dubai Police has employed cutting-edge video helped increase member engagement the movement between devices based on the context of their use is games technologies to create virtual incidents with exclusive festive cashback offers at fundamentally changing the way consumers interact and transact ranging from crime scenes to traffic accidents an unprecedented level. For three weeks with brands. As a consequence, marketers need their digital marketing to hostage scenarios. These require SWAT participants solved daily clues that directed strategies to work harder in securing consumer attention and keep them planning and intervention in an engaging way them to retailer pages where they could collect that mimics real-life situations to allow the Cookies, each of which represented an entry engaged with their brand. trainee to learn-by-doing to harness his skills in into a superdraw and the chance to secure a safe and practical environment. thousands of ‘instant win’ prizes. 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.

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Best User Experience Best use of technology in a Loyalty Programme

MAXIMA / Boost Qitaf / Saudi Telecom Company Coalition Rewards Heathrow Airport / Comarch Mothercare / RAPP Vodafone Turkey / Ketchup Puponautai II Qitaf Partner redemptions PINS: the first shopper flyer loyalty Heathrow Rewards Becoming the world’s most caring retailer Loyalty Marketing programme in the world Instant redemption app Vodafone RED & Karafirin – M2M Puponautai was implemented by Boost on Traditional card & ID based programmes First-time mums want the best for their Integrated Digital Solutions behalf of Baltics market retailer Maxima. depend on POS machines that are plagued PINS is the first Shopper Flyer loyalty The Heathrow Rewards programme gives baby, but how do they know where to start? Now Puponautai II has run for 10 weeks, in with delays and ever changing human resource programme in the world, launched in members points whenever they spend at Mothercare connected all customer channels The Vodafone RED programme makes life 230 shops, with 7 million Beans distributed, to run them. We have successfully overcome March 2014. This technically unique loyalty Heathrow. This involves 150 commercial to its database, ensuring that helping new more convenient for its digitalized customers. illustrating a huge national response. Results: this to provide near real-time redemption at programme model combines data of two partners and over 400 vendor outlets including mums to become the best they can be is at the With this aim, it provides loyalty campaigns a significant increase in sales, shopper visits, all major partner stores, enhancing the overall different types of programmes – traditional catering, shops, bureaux, car parks, car rental heart of its strategy. satisfying its customers’ needs & expectations, commercial benefits, average receipts and customer experience. frequent flyer and coalition type of loyalty and Heathrow Express. supported with high-end technologies footfall at the POS, together with the highest programmes. Pegasus Airlines / Monitise Yazilim including M2M and integrated digital solutions. participation in the country. Karafırın campaigns (one of the biggest bakery Turkcell Mastercard / Inspire Europe Mobile loyalty offering Nicholson / Eagle Eye Solutions chain stores throughout Turkey) are great Turkcell One Inspire Europe in partnership with examples of the success of RED loyalty. Monsoon Accessorize / Ale Trail application MasterCard Loyalty Solutions Pegasus Airlines, the fastest growing airline in Ikano Insight Turkcell, Turkey’s leading mobile operator Europe, renovated its mobile loyalty offering Incorporating the Accessorize brand with 35 million customers and a wide range Through its partnership with Eagle Eye Inspire is the travel redemption partner for to better serve ever-changing traveller needs. Whitbread of digital products and services is drastically Solutions, leading pub chain Nicholson’s MasterCard Loyalty Solutions across EMEA. With the Pegasus Plus loyalty programme at Whitbread Restaurants loyalty schemes Monsoon worked with Ikano Insight to rethinking and rebranding all its online launched in November 2014 the first pub based This unique travel platform uses revolutionary the centre of its customer experience, Pegasus develop and launch a new programme with properties, unifying them into a single design loyalty and rewards application seen in the UK. technology to provide a unique travel solution engaged Monitise to design and develop Whitbread Restaurant uses new smart increased customer benefits for Monsoon system that could easily scale. The solution Eagle Eye’s AIR platform allows retailers and for cardholders. Launched with an initial client Turkey’s first airline apps, available in both technology to deliver a truly personal Accessorize. It introduced a more customer had to be simple and intuitive enough to be hospitality businesses to adopt digital loyalty in Poland in January 2014 the solution is now Turkish and English. As of January 2015, the relationship in a highly competitive market. friendly and accessible loyalty scheme, made adopted by the mass market audience and and mobile coupons. live with 16 reward programmes across six apps were responsible for 10% of Pegasus Moving away from mass discounting it has it easier for the customer to understand how reward its customers. countries, with plans to launch in a further five Airlines’ total sales and 16% of its online sales. turned unknown guests into known. The the programme worked and ensured a better countries in 2015. programme provides long term value with overall experience. Vodafone Turkey / The Saudi Investment Bank / enhanced customer experience and technology Ketchup Loyalty Marketing Morrisons Match & More / Ketchup Loyalty Marketing to make it easy for everyone, increasing the participation of members in 2014. Sponsored by RED loyalty programme Capgemini Saudi Investment Bank loyalty Price match and points reward card programme Vodafone RED loyalty programme solely focuses on making life more convenient for its customer In October 2014, Morrisons launched Match The Saudi Investment Bank has launched the Sponsored by base, supported by the statement: “When you & More. This is the first programme of its SAIB loyalty programme comprising discounts, are in need, life stops for Vodafone RED and we kind to combine loyalty and price match into points for catalogue redemptions and take action to make your life easier”. In 2014, one proposition – and the first to price match conversion to airline miles at the beginning of the RED programme has become one of the Aldi and Lidl plus Tesco, Sainsbury’s and Asda. 2014 to improve SAIB’s image as a strong retail major loyalty programmes in Turkey. Shoppers can also collect points on hundreds of bank and to increase customer satisfaction products and fuel. and thus NPS to grow more strongly in retail banking.

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Best Use Of Customer Relationship Management (CRM) in a Loyalty Environment Best Social Responsibility (CSR) Initiative Linked to Loyalty

Club Carlson – The Carlson Rezidor MultiPlus Card Turkcell Abbott Turkey / 360DRCMarketing Virtual Market Place Hotel Group / ICLP C@T Coupons at till Turkcell Care for professionals Life is Valuable Club Youth Day campaign: Helping school kids ‘Thank you’ campaign who don’t have desks C@T is a personalised approach to targeting Turkcell, with its 34.6 million customers, is the Life is Valuable Club is Abbott Turkey’s online Club Carlson is the frequent guest programme customers by using customer data and market leader in the Turkish mobile market. diabetes community platform powered by We challenged cardholders and staff to take of the Carlson Rezidor Hotel Group. shopping history to select the most relevant Competition in the mobile market has become 360DRCMarketing Agency. Club members action over National Youth Day: swipe your Membership tiers begin with Red, moving up offer for each customer displayed at the point increasingly price-based. Turkcell is a premium can reach information related to diabetes via MySchool card to help raise funds for the to Silver, Gold and Concierge. 2 million active of sale. This results in more personalised brand with a higher price and higher quality interaction with other individuals, pharmacies, Desmond Tutu Tutudesk campaign. Together members in the EMEA region stayed with the campaigns with better benefits, higher coupon perception. The challenge was to lessen the healthcare professionals and via video tutorials, we could give 2000 kids in rural communities group at least once in 2014. The programme is relevance and redemption, as well as a slashed importance of “price” by creating value using recipes… They earn gifts related to diabetes. something they needed desperately; a flat a ‘thank you’ with highly personalised gifts that cost of direct marketing. customer insights. Customers are segmented There are more than 7 million people including surface to write on – a portable lap desk! excite and engage. based on their lifestyles, one of which is the over 20,000 children, withdiabetes in Turkey. Natura Brazil / Comarch “professional customer” segment. XL Team Heathrow Airport / Acxiom Implementation of CRM & loyalty Cable & Wireless Safe Drive Realigning strategy to improve CRM strategy in integrated omnichannel B2C Volvo / Ketchup Loyalty Marketing Happy to Give contribution to corporate objectives & B2B business model Volvo Benimle loyalty programme Texting while driving is a growing problem The Cable & Wireless campaign Happy to worldwide, which results in more and more car With its strategic partner Acxiom, Heathrow Natura Brazil and Comarch have successfully The Volvo Benimle loyalty programme was Give allows its customers to donate their accidents and related damages. An estimated Airport reviewed its CRM programme to better implemented a comprehensive multichannel launched in the second half of 2014 to provide loyalty points to 3 charities of their choice: 1 in 4 car crashes in the US involves cellphone understand contribution to, and improve CRM strategy in the cosmetics market. This exclusive lifestyle offers and privileges solely The Hospice, Disabled Children and Special use. SafeDrive is an app that rewards drivers for performance against, corporate objectives. involved the integration of Natura direct for Volvo Car owners in Turkey. It has been Olympics. Using their mobile phone, the not using their smartphone while driving. With After developing a customer journey vision and sales, e-commerce and boutiques. On a single designed to meet Volvo Car owners’ present customers only need to click and donate the the earned points the user can buy discounted aligning strategies for data, content, channel, IT platform Natura built a recognition and and future needs, thus the main purpose amount of points they wish to give. In return, products from loyalty partners. Users are also reporting and technology, the enhanced motivation programme for its Consultants of the programme is to provide them Cable & Wireless matches any point donated challenged via gamification to drive safer than programme returned significant financial and and an advanced loyalty programme for end with comfortable, adventurous and joyful and gives the money to the charities. The peers customer satisfaction gains. customers. experiences throughout their daily lives. results were beyond expectations.

Tatry Mountain Resorts Wanda Digital Multipont Programme GOPASS – The digital skiing experience gnctrkcll mobile application Let’s help Santa! – the best CSR initiative GOPASS combines e-shop (remotely loaded This mobile application gathers all the services, The dynamically growing loyalty programme ski pass) with a loyalty card and is mixed with benefits and brand assets under one roof. It after its first anniversary, launched a CSR eight other features. GOPASS revolutionizes the tracks customer behaviour and usage via the campaign, ‘Let’s help Santa!’ in order to drive interaction of a ski resort with skiers. We call gamification engine to create personal offers in its card owners to be more active in using their GOPASS CRM “the digital skiing experience”. order to build and improve brand loyalty. cards, and donating money after every point Follow “Emil the Skilover” on his “digital” skiing redemption transaction to the Santa Claus trip with GOPASS. Factory Foundation and through this to families in need.

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Best Use of Customer Analytics/Data Best Loyalty Industry Innovation

Club Carlson – The Carlson Rezidor Mothercare / Rapp Cable & Wireless Morrisons Vodafone Turkey / Ketchup Loyalty Hotel Group / ICLP Becoming the world’s most caring retailer Happy to Give Match & More Marketing At Risk – Campaign Avantaj Cepte mobile loyalty platform First-time mums want the best for their The Cable & Wireless campaign Happy to In October 2014, Morrisons launched Match Club Carlson is the frequent guest programme baby, but how do they know where to start? Give allows its customers to donate their & More. This is the first programme of its Avantaj Cepte is a mobile loyalty platfrom of the Carlson Rezidor Hotel Group and uses Mothercare connected all customer channels loyalty points to 3 charities of their choice: kind to combine loyalty and price match into that puts an end to the complexity of carrying a Gold Points currency. Data analysis and to its database, ensuring that helping new The Hospice, Disabled Children and Special one proposition – and the first to price match around physical store loyalty cards. It has a predictive modelling showed a loss of €20m mums to become the best they can be is at the Olympics. Using their mobile phone, the Aldi and Lidl plus Tesco, Sainsbury’s and Asda. segmented approach in which the platform per month from active members who had heart of its strategy. customers only need to click and donate the Shoppers can also collect points on hundreds of recognizes customers upon their segments and made a negative change in their staying amount of points they wish to give. In return, products and fuel. tariffs and differentiates the user experience, behaviour. Our objective was to re-engage MultiPlus Card Cable & Wireless matches any point donated content and offers. Since platform partners’ with these ‘at-risk’ members and get them and gives the money to the charities. The loyalty cards digitally exist on the platform, Coupons at till drive new sales and slash The Saudi Investment Bank / rebooking. results were beyond expectations. Ketchup Loyalty Marketing it enhances the customer experience and costs engagement. Saudi Investment Bank loyalty Club Carlson – The Carlson Rezidor C@T is a personalised approach to targeting Coalition Rewards programme Hotel Group / ICLP customers by using customer data and PINS – the first shopper flyer loyalty shopping history to select the most relevant Nordics Campaign programme in the world The Saudi Investment Bank has launched the offer for each customer displayed at the point SAIB loyalty programme comprising discounts, Club Carlson is the frequent guest programme of sale. This results in more personalised PINS is the first shopper flyer loyalty points for catalogue redemptions and Sponsored by of the Carlson Rezidor Hotel Group. campaigns with better benefits, higher coupon programme in the world, launched in March conversion to airline miles at the beginning of relevance and redemption, as well as a slashed 2014. This unique loyalty programme model 2014 to improve SAIB’s image as a strong retail There was a shortfall in Q4 bookings for the cost of direct marketing. combines two different types of programmes bank and to increase customer satisfaction Nordic’s hotels in Q4 of 2013. Eight hotels – traditional frequent flyer and coalition type and thus NPS to grow more strongly in retail in particular were experiencing decreased Turkcell of loyalty programmes. The launch campaign banking. revenue. There was a need to combat this trend enrolled more than 1,000,000 new members head-on and encourage more bookings. Turkcell proactive tariff consultancy in less than 12 months! Turkcell established a positively shocking proactive consultancy system, helping MasterCard Sponsored by customers with a “potential high invoice” MasterCard Pay with Rewards before they were billed. Customers who are unaware of the growing bill, due to selecting Pay with Rewards is an innovative solution an offer not matching their needs, are called that gives cardholders the freedom to redeem and given consultancy on which offer to pick rewards at the point of sale for whatever they and charged on the suitable offer. want. Leveraging the MasterCard network, this innovation provides a flexible and cost effective way to execute POS reward programmes for card issuers and merchants.

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Best use of Communications in a Loyalty Programme Best Loyalty Programme Marketing Campaign (INCLUDING SOCIAL MEDIA)

Club Carlson – The Carlson Rezidor Bupa Global / Them London Avios Dansk Supermarked Gruppen / TCC MERKUR Austria / TCC Hotel Group / ICLP Brand building with birthdays The Avios Big Reward campaign Animals of the World take over Denmark Merkur Austria Looney Tunes ‘New Year’ campaign In 2014, Them worked with Bupa Global to The Avios Big Reward was an integrated In Spring 2014, Dansk Supermarked Gruppen A shortterm loyalty programme created and Club Carlson is the frequent guest programme deliver a customer engagement campaign, marketing campaign designed to build ran a first-of-its-kind loyalty marketing implemented by TCC for MERKUR Austria of the Carlson Rezidor Hotel Group. Bupa Plus, which was developed to maintain awareness and understanding of Avios in an campaign in Denmark to educate children (REWE Group) to win over the young-at-heart long-term customer relationships. Bupa engaging and inspiring way. We leveraged about the animals of the world, through an and gain a greater share of their shopping We wanted to start the new year with a bang, Plus is digitally-led, with a programme of Avios’ partner channels and a media exclusive partnership with the Discovery spend. letting our active members know how much email communications. As part of this, Them partnership with Channel 4 to unlock national Channel and its Animal Planet licence. An in- we appreciated their loyalty and encouraging designed, developed, and delivered a bespoke coverage and deliver reach beyond our media store marketing campaign rewarded shoppers them to book more trips in 2014. Virtual Market Place birthday email that pulled through dynamic budget. This unique campaign allowed us to for their loyalty with exclusive educational Rather than a standard money-saving offer, content and animation dependent on the target a national audience, rather than our stickers and album sets. The 8 week campaign Vote4Charity with MySchool MyVillage we gave them something extra special and recipient’s age. traditional London and South East focus. ran from March in all Fotex and Bilka stores MyPlanet inspiring. A brand experience they would never (Dansk Supermarked banners) and included Who is South Africa’s favourite charity? We forget. Turkcell Club Carlson – The Carlson Rezidor interactrive marketing, swap days and challenged all MySchool MyVillage MyPlanet roadshows. Turkcell Supertradesmen Hotel Group / ICLP supporters to get involved: vote online for your JetBlue Airways / Comarch Q1 Campaign favourite charity and challenge your friends to JetBlue’s TrueBlue Badges Super Esnaf is a communication programme Electric Ireland do the same. The Top 5 charities received large to improve brand perception and build loyalty Club Carlson is the frequent guest programme Electric Ireland Powering Rewards cash donations plus the bragging rights to be TrueBlue Badges is a social-engagement among a segment that is particularly hard of the Carlson Rezidor Hotel Group. Bookings in “SA’s favourite charity”. extension of JetBlue’s loyalty programme that to reach: the owners of small businesses, or EMEA are generally low between January and In partnership with Ireland’s second largest enables interaction with customers outside ‘esnaf’ (tradesmen) as they’re called in Turkish. March compared to the rest of the year. We food retailer SuperValu, customers could Vodafone Turkey / of their normal booking and flying activities. The programme emphasizes that the brand saw this as an opportunity to reverse the trend save up to €120 a year on their energy bills. Ketchup Loyalty Marketing Members are able to earn TrueBlue points for stands by the traditional values of a close-knit by encouraging business travellers to come and In partnership with SuperValu’s own loyalty the badges they collect for various activities, community. stay for longer leisure trips. programme, customers could now earn reward Vodafone KaraKartal share contextualized branded content and points when they paid their Electric Ireland Vodafone Turkey signed a 10 year sponsorship build their loyalty user profiles. energy bills and use these points to save Coalition Rewards deal in 2013 with Besiktas, one of Turkey’s money on their next bill. Customers can win oldest sports clubs, which includes rights PINS – the first shopper flyer loyalty once-in-a-lifetime experiences every quarter. Tesco Global Zrt / Hammer MS Kft programme launch campaign to the Istanbul soccer club’s new stadium Tesco Rubik loyalty promotion (Vodafone Arena) and jersey advertisements. PINS is the first shopper flyer loyalty Le Club Accorhotels Vodafone KaraKartal is the sports community Tesco Hungary offered inspiration and programme in the world, launched in March Rewarding your loyalty with programme designed under this renowned innovation to its customers as Rubik’s cube 2014. This unique loyalty programme model Le Club Accorhotels sponsorship deal, aiming to serve as an enabler does. The new loyalty programme was more combines two different types of programmes platform for all Besiktas fans in Turkey. than a campaign. It’s the celebration of – traditional frequent flyer and coalition type Committed to putting members at the heart of creativity. Thanks to Tesco, in 2014 thousands of of loyalty programmes. The launch campaign its programme, Le Club Accorhotels launched a Zorlu Property Group / Christmas trees hid a Rubik’s Cube, just like in campaign to raise awareness, drive enrolments enrolled more than 1,000,000 new members Ketchup Loyalty Marketing 1974 when it was invented. in less than 12 months! and educate internally on the importance of service in relation to building loyalty. The Zorlu World – Miles&Smiles Campaign results exceeded all expectations, with positive Zorlu World is a loyalty programme serving the impacts on recruitment figures plus members’ Zorlu Performing Arts Center, Raffles Istanbul, bookings and repeat bookings. Residences, Offices and Shopping Mall within Zorlu Center Istanbul. While Zorlu World 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 Zorlu World Miles&Smiles “air travel” marketing campaign acted as a teaser to the world of benefits that would embrace customers as of March 2015.

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Loyalty Programme of the Year – Financial Services Loyalty Programme of the Year – Retail (Food)

Lloyds Bank / Aimia Aviva / Cherry London Anchor / Whynot! Greggs / Eagle Eye Solutions MyCheck / CCGroup Everyday Offers powered by Cardlytics Aviva Advantages Anchor Rewards Club Greggs Rewards Busaba Eathai and MyCheck set the standard for mobile loyalty The Lloyds Bank ‘Everyday Offers’ loyalty Insurance is typically an annual grudge The Anchor Rewards Club (ARC) and Greggs wanted to increase loyalty among its programme delivers up to 15% cashback with purchase, giving customers little reason to supporting CRM programme were created customers and drive consumers into its shops Busaba Eathai, the UK’s leading Thai restaurant leading UK retailers. Through ‘It’s On Us’, Lloyds build a relationship with their insurer. Through to give consumers a reason to purchase through a mobile payment application. Greggs group, and MyCheck developed a loyalty also pays back customers each month for Aviva’s customer rewards programme - Aviva Anchor products beyond price. ARC has been Rewards, which was launched in February and payment application that has set the something they’ve bought (up to £500) on their Advantages - customers now have a reason developed as a transactional mechanic, which 2014, involved Eagle Eye Solutions working in benchmark for mobile in the hospitality sector. debit / credit card. Over 2014, 1.2m customers to interact with Aviva more frequently, and in captures consumers’ data to build loyalty with partnership with Greggs to develop a mobile The service has a 74% conversion rate with 39% enrolled into ‘Everyday Offers’, while 62,000 turn, Aviva have proven they stay longer and customers who can be influenced to buy more payment and loyalty application that would of users returning to dine. purchases were repaid through ‘It’s On Us’. buy more. frequently. help them leapfrog the competition. Whitbread Akbank The Saudi Investment Bank / COOP Adriatica / TCC Group MAXIMA / Boost Whitbread Restaurant loyalty schemes Emotional Touch Ketchup Loyalty Marketing Supervitamini (The Super Vitamins) Puponautai II Saudi Investment Bank loyalty Delivering a truly personal relationship in a In 2014, Akbank launched Emotional Touch programme Short-term loyalty programme created and Voted the best collectible promotion of the highly competitive market, and moving away Project, a loyalty programme to create a implemented by TCC for Coop Adriatica in Italy year 2014 (August-October 2014) in Lithuania, from mass discounting it has turned unknown positive perception about banks regarding The Saudi Investment Bank has launched the promoting healthy eating for children and Puponautai was implemented by Boost on guests into known. Combining points and credit usage. We designed special gift boxes SAIB loyalty programme comprising discounts, supporting four local children’s charities. behalf of the market leader in the Baltics: targeted benefits with the customer at its and told the story of each present inside. By points for catalogue redemptions and retailer Maxima. Now Puponautai 11 has run heart. The programme provides long term doing so, our gifts turned into a present coming conversion to airline miles at the beginning of Dansk Supermarked for 10 weeks, in 230 shops, with 7 million Beans value, with great customer experience and use from a friend, which improves loyalty. 2014 to improve SAIB’s image as a strong retail distributed. There are around 400,000 children of new smart technology to make it easy. bank and to increase customer satisfaction Winning hearts aged 0-14 in Lithuania. The programme broke and thus NPS to grow more strongly in retail Dansk Supermarked, the largest Danish retail records for the highest participation and a banking. company, not only lets customers win hearts significant increase in sales, shopper visits, (points) in the mobile based Christmas game, commercial benefits, average receipts and but also wins their hearts with an improved footfall at the POS. image of its bricks and mortar stores due to its customer interaction. This results in increased Morrisons – Match & More sales online and offline and is achieving an Price match and points reward card increased market share for the company. 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 plus Tesco, Sainsbury’s and Asda. Shoppers can also collect points on hundreds of products and fuel.

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Loyalty Programme of the Year – Retail (Non-food) Loyalty Programme of the Year – Travel

Dansk Supermarked Soyak / Ketchup agency Ebookers Le Club Accorhotels Winning hearts Soyak Elite Club Bonus+ : the travel rewards programme Le Club Accorhotels – rewarding that gives customers more customers for their loyalty Dansk Supermarked, the largest Danish retail Soyak Elite Club loyalty programme has been company, not only lets customers win hearts designed to obtain real estate investor loyalty, Research identified a lack of loyalty in the While the trend in the marketplace was to (points) in the mobile based Christmas game, and to make the Soyak brand “top of mind” for travel industry with 69% of consumers saying devalue loyalty programmes, 2014 saw Le Club but also wins their hearts with an improved investors. Thus, members are granted special they will visit more websites than before to Accorhotels launch a new generosity structure image of its bricks and mortar stores due to its discount rates in new Soyak real estate projects plan their holiday in the next year. Consumers which resulted in members earning up to 25% customer interaction. This results in increased and special offers in various lifestyle brands said travel rewards programmes were too more points as well as benefiting from a range sales online and offline and is achieving an and events. complicated, too hard to earn and complex to of exclusive member-only services. increased market share for the company. redeem. In 2014 ebookers launched BONUS+, Topaz Energy an innovative new rewards programme. It Tatry Mountain Resorts HMV is free and rewards are earned and instantly Play or Park loyalty game redeemable. Where competitors failed to gain Building the first truly digital Purehmv loyalty ski resort in Europe Topaz Energy is Ireland’s largest Fuels and loyalty BONUS+ has been a unique rewards Purehmv is a unique rewards programme, Convenience retailer with its Play-or-Park offering focusing on delivering instant travel GOPASS combines an e-shop (remotely loaded dedicated to bringing fans closer to the loyalty programme. Points are earned on rewards. ski pass) with a loyalty programme with eight entertainment they love. In 2014, 350,000 new fuel and shop purchases to be played via the main features. It is the first time a ski resort members joined the points based programme Mobile App, Online, or Free Text, for monthly JetBlue Airways / Comarch has implemented all these features to such an which had been revived following HMV’s Experiences-of-a-Lifetime and guaranteed JetBlue’s TrueBlue Badges extent in one programme. administration in early 2013. Member retail FREE-Treats. spend at HMV totalled over £40m. Customers TrueBlue Badges is a social-engagement Whittlebury Hall Hotel and Spa were told their pre-administration points extension of JetBlue’s loyalty programme that would be honoured. enables interaction with customers outside ‘me time’ loyalty programme of their normal booking and flying activities. To deliver business objectives, enhance the Members are able to earn TrueBlue points for customer experience, and drive incremental the badges they collect for various activities, commercial revenue, Whittlebury Hall Hotel share contextualized branded content and and Spa launched a new loyalty programme, build their loyalty user profiles. ‘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 Magazine APRIL 2015 APRIL 2015 Loyalty Magazine 32 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 33

Loyalty Programme of the Year – Mobile Loyalty Programme of the Year – Card based

Dansk Supermarked MAKRO BELGIUM / TCC Global Vodafone Turkey / Nectar / Aimia PAYBACK / Loyalty Partner GmbH Winning hearts Innovative mobile loyalty app for Ketchup Loyalty Marketing Nectar, the UK’s most popular loyalty (part of the American Express Group) collecting bonus points to enhance Avantaj Cepte mobile loyalty platform programme From a single point to a whole new Dansk Supermarked, the largest Danish retail Grundig loyalty programme world of loyalty company, not only lets customers win hearts Avantaj Cepte is a mobile loyalty platfrom As the UK’s largest loyalty programme, Nectar’s (points) in the mobile based Christmas game, TCC has successfully developed and rolled that puts an end to the complexity of carrying goal for 2014 was to be more valuable and Payback has loyalty programmes in Germany, but also wins their hearts with an improved out a free mpoints mobile loyalty app for all around physical store loyalty cards. It has a rewarding for customers. The numbers speak Poland, Italy, Mexico and India, and has just image of its bricks and mortar stores due to its customers of Makro Belgium to encourage segmented approach in which the platform for themselves… two new national collect launched Plenti in the US. A success story customer interaction. This results in increased the collection of bonus points in order to get recognizes customers upon their segments and partnerships, 130 new reward opportunities, since its launch in Germany in 2000, into sales online and offline and is achieving an great rewards and offers on a range of Grundig tariffs, and differentiates the user experience, 10 million customers participating in cross- an environment where loyalty wasn’t even increased market share for the company. Household Appliances. content and offers. Since platform partners’ partner events with millions of points issued. allowed. In 2014 it showed that even a success loyalty cards digitally exist on the platform, The end result; a 21% increase in Nectar’s NPS story can be extrapolated. A customer centric MyCheck/ CC Group Turkcell it enhances the customer experience and (net promoter score). approach together with a digitization strategy engagement by reaching them at the right before the competition made 2014 the most Busaba Eathai and MyCheck set the Turkcell Friday Rocks time and right place by offering only relevant Ikea / Cloudbiz successful year in Payback’s 15 year history. standard for mobile loyalty offers from these brands. Cuma Candır! (Friday Rocks!) is a year-long Ikea Family Busaba Eathai , the UK’s leading Thai loyalty campaign aimed at retaining white- Saudi Telecom Company restaurant group, and MyCheck developed a collar customers in a highly price-based Vodafone Turkey / Knowledge is power. Cloudbiz designed and Qitaf by STC loyalty and payment application that has set market. The programme aims to improve Ketchup Loyalty Marketing launched ‘IKEA FAMILY’, the loyalty scheme the benchmark for mobile in the hospitality brand perception by embracing white-collar of IKEA, to reveal the true value of customer Vodafone KaraKartal Qitaf is the biggest loyalty programme in GCC, sector. The service has a 74% conversion rate workers’ favourite day, Friday, and celebrating it data and shopping behaviour. By utilizing our operated in Saudi Arabia by STC. With more with 39% of users returning to dine. with various brand benefits. Vodafone Turkey signed a 10 year sponsorship experience and expertise in implementing than 16 million registered loyalty customers, deal in 2013 with Besiktas, one of the Turkey’s demanding loyalty programmes we offered Qitaf offers its customers access to a wide array Saudi Telecom Company Turkcell oldest sports clubs, which includes rights real and measurable return on investment. of redemption options based on the points and to the Istanbul soccer club’s new stadium their loyalty tier, Tamayouz. Qitaf by STC Platinum Application (Vodafone Arena) and jersey advertisements. Inspire Europe / Mastercard Vodafone KaraKartal is the sports community Qitaf is the biggest loyalty programme in GCC, Turkcell Platinum is a loyalty club for premium Inspire Europe in partnership with Whitbread programme designed under this renowned operated in Saudi Arabia by STC. With more Turkcell subscribers. An exclusive club with MasterCard Loyalty Solutions Whitbread Restaurants loyalty schemes than 16 million registered loyalty customers, benefits such as free valet services, 24/7 sponsorship deal, aiming to serve as an enabler Qitaf offers its members access to a wide array support assistant, free cinema tickets, and platform for all Besiktas fans in Turkey. Inspire is the travel redemption partner for Delivering a truly personal relationship, in a of redemption options based on the points and discounts in Turkcell flagships, premium brands MasterCard Loyalty Solutions across EMEA. highly competitive market and moving away their loyalty tier, Tamayouz. and places. But some of the Platinum members Vodafone Turkey / This unique travel platform uses revolutionary from mass discounting It has turned unknown simply weren’t aware of these benefits. More Ketchup Loyalty Marketing technology to prove a unique travel solution guests into known. Offering 5 points for £1 plus than 90% of them were using smartphones so for cardholders. Launched with an initial client benefits such as a free birthday meal, it delivers RED loyalty programme we decided to reach out to them there. Turkcell in Poland in January 2014 the solution is now increase in spend and visits. A programme Platinum is an easy access mobile app that can Vodafone RED loyalty programme solely focuses live with 16 reward programmes across six providing long term value for both parties with be used only by Platinum members. on making life more convenient for its customer countries, with plans to launch in a further five great customer experience. base, supported by the statement: “When you countries in 2015. are in need, life stops for Vodafone RED and we take action to make your life easier”. In 2014, the RED programme has become one of the major loyalty programmes in Turkey.

Loyalty Magazine APRIL 2015 APRIL 2015 Loyalty Magazine 34 THE LOYALTY AWARDS FINALISTS THE LOYALTY AWARDS FINALISTS 35

Loyalty Programme of the Year – Coupon or Voucher based Loyalty Programme of the Year B2B

Nicholson’s / Eagle Eye Solutions Schneider Electric Turkey / DENTSPLY / Stream Comms Imperial Tobacco TRW KFZ Ausrustung / Ale Trail application Sanal Magaza Global Loyalty DENTSPLY sinks its teeth into loyalty ignite – rewarding the very best Loyalty Prime and E-Rewards independent retail TRW Automotive Aftermarket Eagle Eye Solutions specialise in digital loyalty DENTSPLY Rewards is a customisable FAZPUAN loyalty programme including promotions and rewards. Eagle Eye’s e-commerce loyalty platform that enables ignite is a points based loyalty programme With 2013 sales of US$17.4 bn, TRW AIR platform allows retailers and hospitality The objective of the FAZPUAN loyalty DENTSPLY, a leading UK dental manufacturer, from Imperial Tobacco incentivising retailers Automotive ranks among the world’s leading businesses to adopt digital loyalty and mobile programme is to create demand and increase to engage its audience, target promotions, who achieve aspirational objectives. By automotive suppliers. The Company, through coupons. Through its partnership with Eagle sales within the electrician channel by change buying behaviours, build brand loyalty recognising loyalty among our customers its subsidiaries, operates in 24 countries Eye Solutions, leading pub chain Nicholson’s creating initially a solid member database and increase sales. Developed by marketing we will drive both businesses forward. The and employs approximately 65,000 people launched in November 2014 the first pub based and eventually loyal customers and providing consultancy, Stream, DENTSPLY Rewards is combination of rewards and business support worldwide. TRW Automotive Aftermarket is a loyalty and rewards application seen in the UK. additional value for them. From the very a highly flexible, modular platform that has helps members maximise their sales and division of TRW Automotive and is the leading beginning onwards, a very detailed profile of revolutionised DENTSPLY’s loyalty challenge. create loyalty amongst their own customers. supplier of ‘Corner Module’ parts (braking, SPAR / i-movo the electricians was gathered that has led the steering and suspension) into the global way to producing various different and creative aftermarket. A global brand with a local touch Heineken UK / Whynot@! L’Oreal Dermo Club / Sanal Magaza marketing campaigns to the relevant member Heineken’s Our Shout DermoClub by L’Oreal Turkey i-movo worked with SPAR on its ‘Shop&Win’ groups. Vodafone Turkey / campaign in the summer of 2014, a major Whynot! in partnership with Heineken, DermoClub is an incentive programme of Unite AlisverisOrtagim initiative by SPAR designed to attract new devised and implemented ‘Our Shout’, a L’Oreal Turkey on the B2B channel targeting Vodafone Turkey / Ketchup Loyalty Turkey’s first online enterprise loyalty customers to SPAR stores and increase the groundbreaking national on-trade marketing Dermo advisers working within pharmacies in Marketing shopping portal visit frequency of existing customers. i-movo programme aimed at delivering rewards Turkey. 2,500 of the 25,000 Turkey pharmacies Avantaj Cepte mobile loyalty platform provided its Secure Digital Vouchers as a means with real business benefits to outlets and sell dermocosmetic products and 1500 of this Vodamoney was a gift budget type of to enable the distribution of prize coupons to Avantaj Cepte is a mobile loyalty platfrom their customers, in return for them stocking particular group are L’Oreal dealers. With this acquisition & retention (A&R) tool. It rewarded loyal SPAR shoppers. that puts an end to the complexity of carrying Heineken draught products. successful loyalty programme which was customers based on their bill amount around physical store loyalty cards. It has a started in late 2013 and has continued ever commitments but the process caused high segmented approach in which the platform since, L’Oreal Turkey is aiming to cover 90% of operational cost to Vodafone as well as recognizes customers upon their segments and Dermocosmetic Pharmacies in Turkey by 2017 dissatisfied customers.V odafone Turkey, tariffs, and differentiates the user experience, Enterprise Business Unit has worked to content and offers. Since platform partners’ MotoNovo Finance / transform Vodamoney into an online shopping loyalty cards digitally exist on the platform, Performance Bonus portal “www.alisverisortagim.com.tr” which it enhances the customer experience and has an automated product delivery process. MotorV8 REWARDS – promoting engagement by reaching them at the right The project is published as a success story positive consumer outcomes time and place by offering only relevant offers. within Vodafone group. 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 the Year 2014 and number 14 on the Sunday Times best companies to work for.

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Best New Loyalty Programme Best Short Term Loyalty Programme

Coalition Rewards Ideal Standard/ ZincNet Multipont ProgramME COOP Switzerland/ Dansk Supermarked Piotr I Pawel / TCC PINS – The first Shopper Flyer loyalty IdealPRO – building loyalty with plumbers Multipont real-time programme Brand Loyalty International Winning hearts Rio visits Poland programme in the world Disney Cooking IdealPRO is a dedicated plumber and installer Multipont customers are rewarded for all their Dansk Supermarked, the largest Danish retail Piotr i Pawel is an upmarket Polish supermarket PINS is the first Shopper Flyer loyalty loyalty scheme developed by leading bathroom purchases at partner merchants. The rapidly BrandLoyalty, COOP Switzerland & Disney company, not only lets customers win hearts chain of 100 stores that wanted to change programme in the world, launched in March manufacturer, Ideal Standard. growing membership base is enjoying real- joined forces to create an instant reward (points) in the mobile based Christmas game, its image and broaden its appeal. Through an 2014. This unique loyalty programme model time targeted rewards, personalized messages promotion supporting magical family but also wins their hearts with an improved exclusive partnership with 20th Century Fox combines two different types of programmes Monsoon Accessorize / and ease of access to information, in particular moments through the enchantment of Disney image of its bricks and mortar stores due to its Piotr i Pawel ran an in-store loyalty marketing – traditional frequent flyer and coalition type Ikano Insight through the programme’s website. Multipont and the excitement of cooking. Over 75% of customer interaction. This results in increased campaign based on the movie Rio 2, rewarding of loyalty programmes. The launch campaign is establishing itself as THE coalition loyalty COOP’s shoppers participated in the campaign, sales online and offline and is achieving an them with free trading cards and albums. An 8 enrolled more than 1,000,000 new members New loyalty scheme driving engagement programme in Hungary. resulting in higher market share and engaging increased market share for the company. week programme tied in with the World Cup in in less than 12 months! for Monsoon and Accessorize brands a future generation of COOP customers. Brazil. Over 6 million sachets were redeemed. This was the first campaign of its kind in Monsoon and Ikano Insight developed a new Piotr i Pawel / TCC Eu. Promotions Poland and has set a new trend. Dansk Supermarked Gruppen joint programme for Monsoon Accessorize. Rio 2 – The Rio Birds visit Piotr i Pawel Cable & Wireless ‘Il Mondo Coop’ – the bricks that build Animals of the World take over Denmark The programme represented a significant in Poland Happy to Give business expansion to the programme, with research PENNY ROMANIA / TCC Global In Spring 2014, Dansk Supermarked Gruppen citing considerable added benefits to the Short-term loyalty programme implemented The Cable & Wireless campaign Happy to Give No more stickers or cards!! When Unicoop Penny Romania Pyrex knives ran a first-of-its-kind loyalty marketing customer, driving 152% year on year growth by Piotr i Pawel in Poland to help change its lasted only 28 days. The programme allows its Tirreno in Italy introduced this unique campaign in Denmark to educate children for Monsoon, 67% increase in the number of image and broaden its appeal by engaging customers to donate their loyalty points to 3 building brick programme it proved to be an Short-term loyalty programme created and about the animals of the world. Through customers spending and improved customer shoppers in an entirely new way . charities of their choice: The Hospice, Disabled unequivocal success in achieving its objectives implemented by TCC for Penny Romania to win an exclusive partnership with the Discovery engagement. Children and the Special Olympics. Using during the crucial November to January trading the hearts of Romanians and gain a greater Channel and its Animal Planet licence, The Saudi Investment Bank / USSD on their mobile phone, the customers period: retain and engage with customers, share of their shopping spend. shoppers were rewarded for their loyalty with Morrisons Ketchup Loyalty Marketing only need to click and donate the amount of increase turnover and enhance the Coop brand exclusive educational stickers and album sets. points they wish to give. In return, Cable & through an innovative, stand-out collector The 8 week campaign ran from March in all Match & More – Price match and points Saudi Investment Bank loyalty Wireless matches any point donated and gives programme. Fotex and Bilka stores and included interactive reward card programme the money to the charities. The results were marketing, swap days and roadshows. In October 2014, Morrisons launched Match The Saudi Investment Bank has launched the beyond expectations. MAXIMA LT, UAB & More. This is the first programme of its SAIB loyalty programme comprising discounts, Dormeo Primavera by Agne Kuzmickaite Ebookers kind to combine loyalty and price match into points for catalogue redemptions and Dansk Supermarked Gruppen / TCC BONUS+: MORE cash rewards one proposition – and the first to price match conversion to airline miles at the beginning of Animals of the World take over Denmark Maxima, Lithuania’s main food retailer, Aldi and Lidl plus Tesco, Sainsbury’s and Asda. 2014 to improve SAIB’s image as a strong retail awarded its customers with high quality In August 2014, ebookers, one of Europe’s Shoppers can also collect points on hundreds of bank and to increase customer satisfaction In Spring 2014, Dansk Supermarked Gruppen Dormeo bed accessories made from Tencel largest online travel agents, was proud to products and fuel. and thus NPS to grow more strongly in retail ran a first-of-its-kind loyalty marketing fibres, extracted from eucalyptus wood. A launch a first of its kind to the travel industry banking. campaign in Denmark to educate children partnership between Dormeo and Maxima – a free travel rewards programme that offers about the animals of the world. Through used renowned Lithuanian designer Agne up to 5% cash rewards earned when booking Vakıf Emeklilik A an exclusive partnership with the Discovery Kuzmickaite, who added domestic flavour. flights, hotels and packaged trips, instantly Channel and its Animal Planet licence, Increased shop visits, richer average basket redeemable on hotel bookings. Vakıf pension company shoppers were rewarded for their loyalty with value and higher weekly turnover showed once again that the retailer satisfied its customers. Vakıf Emeklilik is a leading private pension exclusive educational stickers and album sets. company of Turkey and known to be a The 8 week campaign ran from March in all Sponsored by subsidiary of Vakıf Bank, a strong brand in the Fotex and Bilka stores and included interactive Turkish banking system. marketing, swap days and roadshows.

Loyalty Magazine APRIL 2015 APRIL 2015 Loyalty Magazine 38 THE LOYALTY AWARDS FINALISTS The Loyalty conference report 39

Best Long-Term Loyalty Programme /// New ///

Aswaaq SUBWAY / Havas helia Turkcell aswaaq loyalty programme “wafa” Delivering long term loyalty in Europe Smart Women’s Club With the inception of aswaaq supermarkets Subcard, Subways loyalty programme, began Based on the needs of housewives, Turkcell in 2008, wafa was introduced to surprise the in Ireland in 2009. It has expanded to cover has gathered its products and services under Clashing loyalty customers with endless benefits in order to the UK, Germany and Austria, and is being Turkcell Smart Women’s Club which was create a remarkable shopping experience for extended to Spain and Finland this year. formed in March 2011. Today, research shows each customer characterised buy happiness. Delivering higher basket value and driving that the club is highly known with an excellent philosophies result in The name wafa was carefully selected to instill shopper visits, an independently audited reputation and customer satisfaction. a sense of loyalty in customers and reflect the analysis measures its additional contribution at Arabic culture of the UAE. The name is a pure over £17m per annum. Vodafone Turkey / Arabic word that means ‘The Loyalty’. wafa Ketchup Loyalty Marketing fascinating debate members consist of more than 180 nationalities TANI and make up 65% of aswaaq’s sales. RED loyalty programme Paro, Turkey’s first coalition programme Vodafone RED loyalty programme solely focuses Avios Tani’s Paro, the first and largest coalition loyalty on making life more convenient for its customer The Avios journey programme in Turkey, was launched in 2006 base, supported by the statement: “When you to create a consolidated customer database are in need, life stops for Vodafone RED and we Since its conception in November 2011, Avios to enable cross sell and upsell marketing take action to make your life easier”. In 2014, has aspired to be a leader in travel rewards. activities, incremental revenue and loyalty. the RED programme has become one of the Initially, Avios was the currency of British Today Paro’s services have expanded outside major loyalty programmes in Turkey. Airways Executive Club, Iberia Plus and the of Koc (the top industrial conglomerate in Avios Travel Rewards Programme which Turkey). With the CRM services it provides, its operates in the UK and South Africa. Our rich database, its flexible CRM infrastructure mission is to grow the Avios ecosystem by and operations, Paro builds a strong bridge extending the currency to new airlines and between the member companies and their partners which adds ever greater utility and customers. 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.

Loyalty Magazine APRIL 2015 APRIL 2015 Loyalty Magazine