28, SEPTEMBER 2012 • USa Today AN INDEPENDENT SUPPLEMENT FROM MEDIAPLANET TO USA TODAY Revenue vs. mileage Engage your employees Two sides of SHRM on rewarding and the coin incentivizing the workplace LOYALTY & REWARDS CATEGORIES TO CONTEMPLATE WHEN CHOOSING A REWARDS 4 PROGRAM ENGAGE, REWARD, REPEAT Author and loyalty expert Bryan Pearson discusses trust, responsible use of data, and respect for privacy in an evolving industry. 28, SEPTEMBER 2012 • USa Today 2 AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET TO USA TODAY CHALLENGES Minimize the spam and maximize REWARD what is important to you. CHOICES 1 WE RECOMMEND The mobile revolution PAGE 8 A new paradigm p. 8 A coalition option for loyalty Making loyalty work p. 10 The new “I-Network” for you eeling swamped? We chise Tasti D-Lite piggybacks on the These apps provide a super-fast Maximizing your programs know that consum- inclination to share by encouraging check out, might let you jump a ers like you are blitzed customers to earn loyalty points not line at a crowded venue, and serve by come-on pitches only for making purchases, but also up extra-relevant coupon offers like never before. We through social activity like letting based on your preferences and your also know that you’re friends know through Foursquare phone’s GPS location. responding to the sen- that they just purchased a treat. My sory overload by deleting company Starbucks Idea goes a step further, Entertainment LOYALTY & REWARDS F 4TH EDITION, SEPTEMBER 2012 emails before opening them or sim- asking what customers care about. Call it the gamification of the mar- ply shutting brands out, and instead The online forum is a place for sug- ketplace or the emergence of play- Publisher: Steve Trifon [email protected], turning to friends and other trusted gesting new Starbucks products, sumers: Shoppers want brands that Nathan Tuchman sources for information. potential locations and easier ways are fun. Leisure Systems, a franchi- [email protected] Business Developer: Becky Weinstein COLLOQUY calls this the new to place orders. It has also gener- sor of Yogi Bear’s Jellystone Park [email protected], I-Network. You probably intuitively ated over 8,375 “social responsibil- Camp-Resorts, sends birthday post- Ian Silbert [email protected] understand the concept: Every time ity” ideas about things like smarter cards (from Yogi) to kids who have Designer: Alana Giordano you ask Facebook friends for recom- recycling and better ways for stores visited, good for a gift at their next [email protected] Managing Director: Luciana Colapinto mendations or go to a social forum to use water. Kelly Hlavinka trip. FedEx used its NFL sponsorship [email protected] like TripAdvisor for advice, you’re Managing Partner, COLLOQUY to come up with an NFL-themed Editorial Manager: Sara Quigley [email protected] networking to meet your exact Personalization promotion called Game Time that needs. Personalization can mean custom- compared shipping goals to “first ‘We Recommend’ photo: istockphoto. com Fortunately, we see that some izing information, like SAS Scan- “Smart down,” “second down,” and so on. companies, brands and local mer- dinavian Airlines does with its GameStop, the video game and Contributors: Dennis Armbruster, companies are Christopher Barnard, Greg Brown, chants are catching on. They are EuroBonusMatchMe frequent flyer entertainment software retailer, Phaedra Hise, Kelly Hlavinka, Bill learning to connect with customers service. Instead of presenting just has in-store kiosks where members Hornbuckle, Simon Keogh, Bruce Kerr, fitting what John Lavin, Bryan Pearson, Randy on their own terms. They will work a grid of how many miles you need of its PowerUp Rewards program Petersen, Jill Smits, Raymond H. to make your life easier, entertain to earn a free ticket, its Web site can look up (and show off) listings Stanton, III, Melissa Studzinski, they do into the Tim Winship you, and only offer information or generates specific destination sug- of their personal game collections. deals that you care about. gestions for solo, romance, or family rhythm of how So next time you’re dealing Distributed within: USA Today, September 2012 Smart companies are fitting what trips based on the points you have. with a company that swamps you This section was created by Mediaplanet they do into the rhythm of how you you live, and with irrelevant emails, have a look and did not involve USA Today or its Editorial Departments. live, and connecting with consum- Speed connecting with around — there are plenty of savvy ers in four powerful ways: Mobile technologies have created companies you can turn to that an on-demand marketplace. Mobile consumers in minimize the spam and maximize Engagement FOLLOW US ON FACEBOOK & TWITTER! is personal and it’s fast, and we’re what is important to you. facebook.com/MediaplanetUSA No question: companies know that seeing companies like Starbucks four powerful twitter.com/MediaplanetUSA your growing power to connect with and Dunkin Donuts develop mobile Mediaplanet’s business is to create new anyone who shares your passions is apps for a variety of personalized ways.” customers for our advertisers by providing transforming the brand-consumer services, including making pay- KELLY HLAVINKA readers with high-quality editorial content that motivates them to act. relationship. Frozen dessert fran- ments right from smart phones. [email protected] Elite With Another Hotel Program? We’ll MATCH It! With our award-winning Status Match...No Catch® program, we will match your ELITE status in any other hotel loyalty program, FREE of charge. You’ll begin earning Best Western Rewards® points at the ELITE level instantly and watch them add up even faster. With Best Western Rewards®, you earn more of what you want most – from free room nights worldwide, partner rewards and merchandise, to memberships, gift cards and dining. Best Western Rewards adds value to all of your travels! Visit the new bestwesternrewards.com Visit bestwesternrewards.com for complete terms and conditions. Each Best Western® branded hotel is independently owned and operated. ©2012 Best Western International, Inc. All rights reserved. 28, SEPTEMBER 2012 • USa Today 4 AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET TO USA TODAY INSPIRATION As “industry insiders,” we at COLLOQUY get to study and analyze a lot of loyalty programs. We have seen what works and what doesn’t, and which cutting-edge innovations offer real value to customers. In fact, we TIERS vote on them every year in our own version of the Academy Awards. 2 DRUMROLL PLEASE! This year’s best loyalty programs are... The programs that win our annual a customer-rewards program and COLLOQUY Loyalty Awards are the worked with its retailers to deploy it. best of the best worldwide, judged ■■ Indigo Books in Canada used its by loyalty industry experts. The win- loyalty program to launch itself ners are chosen because they under- online, making the transition stand what customers want, and to the digital age of bookselling. they offer something compelling The program offers customers like valuable rewards or a creative personalized recommendations, way to engage with the program. We points for online purchasing, and recently announced this year’s win- special game options. ners — nine leading programs that By figuring out what customers are models for others in the indus- wanted, Indigo was able to leverage try. Here, we summarize the best its loyalty program to transform its of the best, why they lead the pack, business and adopt a new strategy. and how other loyalty programs will Business-to-business initiatives like soon be copying them. PHOTO: ISTOCKPHOTO.COM those from Samsung and Hero show their mobile wallet. of exotic destinations and top- customers to redeem so that they that loyalty programs aren’t just for The mobile migration These three programs exemplify tier merchandise to encourage its stay engaged with the program, and consumers, but can also help shore ■■ American Express realized the hot trend of more and more loy- high-end customers to redeem the best ones find ways to make it up distribution channels and sup- that its Membership Rewards alty programs migrating to mobile their points. easy, fun and compelling. In today’s ply chains. Look for more U.S.-based customers were big mobile users, platforms, which will very soon out- ■■ Kimpton Hotel Group decided economy, companies recognize the B2B companies to create loyalty pro- so the company created a mobile number websites as customers move to reward its top customers with a value of keeping their “best” or top- grams that reach down to retail cus- app to browse rewards, shop and their online engagement away from surprise reward based on how much tier customers. Those customers tomers, and for increasing numbers redeem points. the desktop and onto mobile devices. they spent at the hotel in the past are increasingly more likely to be of companies to refocus their busi- ■■ SCENE, a movie loyalty program Likewise, programs are starting to year. Kimpton customers were able offered highly-customized rewards ness strategies around finding out in Canada, won two awards for its reward for social media interaction, to choose their own personalized that reflect their preferences, which what you, the customer, wants. mobile initiatives. One is a mobile which is a plus for members (usually reward for food, travel, wines or spa means it can pay off to focus your Today’s hot program winners app that lets members buy tickets younger) who are highly social any- treatment’s. activity in a few of your favorite pro- point toward the future of loyalty and redeem points; the other is its way. International programs lead ■■ Qantas wanted to hang onto grams in order to reach that level. — mobile and social, offering per- SCENEtourage social media game, the pack, but look for more U.S.