Best Use of Gamification to Enhance Loyalty
Turkcell
GNC APP
Aware of the needs of its customers, the youth sub-brand of Turkey’s leading mobile operator gnctrkcll brought customer services, brand benefits and social media interactions together into a mobile app, as a whole new experience with the brand.
The numbers are massive – one million downloads, 48% active usage, 44% interaction.
How it works – by analyzing data gained through surveys, customers were flagged on their preferences such as “players” or “music lovers”. Active users could then earn badges which gave them something they cared about, such as cinema tickets, free entrance to the Instanbul Game Convention for the “gamer” badge, or the Euroleague Basketball match for those who had earned the “basketball” badge.
Highly Commended
PINS
Strategic Partnership with Media
PINS developed two multi-platform campaigns in Latvia in collaboration with entertainment group MTG:
1) An interactive concept was set up where PINS members answered questions about happenings in MTG’s most popular summer TV series
2) During the European basketball championship an interactive game was set up where PINS members could predict top scorers.
Best User Experience
Turkcell
Out of Office Platinum Customer Service
Out of Office Platinum Customer Service is designed for affluent customers. The aim is to increase customers’ loyalty and retain them by adding extra value to their plans. The service offers customers the ability to solve their tariff, phone, tablet or any other related problem wherever the customer is. This could be an office or house or even a boat. With the help of this service, customers do not need to visit a Turkcell store to solve their problems.
Highly Commended
Landmark Group
Shukran Rewards Programme
The introduction of the Virtual Card in the Shukran Android and iOS apps makes earning and spending a lot easier. Members can turn on their Virtual Card within the Shukran app, and present it at checkout to earn or spend Shukrans for purchases. Once they are logged in and the virtual card turned on, they do not need an internet connection to use it at the store.
Best Use of CRM (Customer Relationship Marketing)
Dr Max
Becoming the medical hub
Dr. Max launched a loyalty programme in 2015 offering personalised treatment, rewards and drug interaction alerts enabled through the intelligent use of data. The programme is a tremendous success with 20% of the population of the Czech Republic signed up in 9 months and a 32% increase in incremental sales.
Data analysis enables additional support where children, pensioners and the disabled are concerned and special prices for members. The programme has changed the trend for consumers to visit the pharmacist nearest to their doctor.
Highly Commended
Vodafone / Ketchup Loyalty and AMVG
SOHO (Small Office-Home Office)
Vodafone SOHO is a loyalty program that solely focuses on giving advantages for its merchant customer base to help reduce their expenses by offering various GSM and non-GSM opportunities. While they can benefit from sectors such as Food, Home Appliances, Stationery, Transportation, and Retail, they can also create their own campaigns and offer them to all 22 million Vodafone customers via the Avantaj Cepte Mobile App.
Best Use of Technology
de Bijenkorf
A personal welcome by location targeted Apple Watch messages
Premium department store de Bijenkorf offers Privilege Members a personal welcome on their Apple Watch upon entering a store, showing the actual membership status and point value which can be redeemed directly in-store. Privilege Members who use this service show a 9.7% higher basket size compared to other Privilege Members.
The technology was implemented within 2 months to over 500k users, supported by iBeacons throughout all stores enabling in-store location positioning. A feature was added to the mobile app in which guests can choose if they want to be recognised automatically by the cashier without the need to show the Membership Card. There are reciprocal benefits to de Bijenkorf of knowing which customers are in their stores and their exact location.
Highly Commended
Vodafone / Ketchup Loyalty and AMVG
SOHO (Small Office-Home Office)
The Vodafone SOHO loyalty program connects its merchant and consumer customers via a mobile app. It reduces merchants’ expenses and also provides them with a platform to create campaigns quickly with no marketing costs where they can acquire new customers and multiply their revenues.
Best Use of Customer Data & Analytics
Magrabi Retail
Moving to insight driven loyalty
Retention, Revenue Uplift and Acquisition were all KPIs that Magrabi Optical wanted to improve within their Prism loyalty programme. To support loyalty strategy and decisions made around the customer proposition and branding, Aimia developed a customer segmentation, benefits validation model and communications plan implemented across 2015 to help Magrabi achieve these goals.
Multi country and lingual SMS, in-store and email campaigns were deployed based on the above strategy. In particular targeted acquisition into the new programme and reactivation were the primary focus.
Magrabi also implemented monthly customer satisfaction surveys based on different segment samples to monitor experiential impact of changes. Loyalty engagement in 2015 drove incremental 4% YOY retention, acquisition and revenue.
Best Use of Communications (including Use of Social Media)
Shell
Pump Challenge – Make filling up fun
Leveraging a very human insight that people like to fill up to the round pound, Shell gamified the mundane chore of buying fuel. It rewarded customers who filled up ‘bang on the money’ and in doing so helped to stretch customer spend by 17% compared to existing loyalty communications. 37% of customers prefer to fill up to their exact price point, but how to build on this? The Shell Pump Challenge encourages customers to go to a higher fill level if they missed their chosen exact amount – and made it fun.
Best Loyalty Industry Innovation
de Bijenkorf
A personal welcome by location targeted Apple Watch messages
de Bijenkorf wanted to organise a personal welcome for the thousands of guests who enter its high-end stores every hour in the Netherlands. It therefore organised a hackathon to explore the use of iBeacon and Apple Watch technology and turned it into a solution to meet this need. Guests who opt in via the mobile app receive a short message on their Apple Watch or a push-message on their smartphone which includes their current point value. This can be redeemed directly when buying products in-store.
In addition to the welcome message, the infrastructure is also utilised to know where guests are in-store. This is combined with CRM data to trigger personalised messages. If a guest is browsing for a gift on the 2nd floor, the technology can also inform them that there is a pop-up fashion show of their favourite brand on the 4th floor.
The NPS for de Bijenkorf’s mobile app grew by more than 10% during the period of implementation, and the average basket size of a guest using the app on the same day as they are shopping is 9.7% higher than that of Privilege Members as a whole.
Highly Commended
Turkcell
Transformer Security Service
Turkcell Transformer Security Service is designed for the protection of transformers that farmers use for irrigation purposes. It offers an innovative M2M solution for farmers by addressing one of the major pain points in their business, which is theft of transformers.
The service from Turkcell is intended to increase customer loyalty by creating competitive advantage. Turkcell intends to reach 10% of farmers within three years.
Best Loyalty Programme Marketing Campaign of the Year
WREWARDS
Are You With Us Campaign
In 2015 Woolworths collaborated with superstar Pharrell Williams and created a powerful campaign highlighting Woolworths sustainability commitments. This campaign was the springboard for a comprehensive 360-degree approach to re-energising the brands, aggressively expanding the WRewards and MySchool loyalty programme and engaging more closely with South African youth.
In 2015, it also launched a limited edition loyalty card, donated R400,000 to give the gift of hearing to ten children and launched #EarthCred to promote sustainability. “Are you with us” brought 104,802 new customers on board with an impressive spend.
Highly Commended
SUBWAY
SUBCARD relaunch
The relaunch of the SUBCARD loyalty programme motivated stores and customers, delivering a boost in sales that has lasted all year. The company smashed its sales target by more than 100% – SUBCARD sales were doubled, year on year.
Best Loyalty Programme of the Year – Financial Services
Odeabank / Ketchup Loyalty
Kazandiriy’O (Makes you win)
As a brand new bank in Turkey, Odeabank needed a different tool to differentiate its services from others in the sector and increase customer numbers and brand awareness.
Odeabank’s mobile banking app was launched in January 2015 and a gamification platform called Odeabank Kazandırıy’O (Odeabank Makes You Win) was integrated into the app to increase active usage and loyalty of users.
Highly Commended
Banco Popolare
YouShop
YouShop is an innovative, multi-channel e-commerce portal offered by Banco Popolare, one of the leading banks in Italy. A strong customer focus, synergy between loyalty and pure sales activities, trust in the bank and interest-free financing are the keys to its success.
Best Loyalty Programme of the Year – Retail (Food)
Conad
Scrittori di Classe (Clever Book Collection)
A loyalty programme that brings culture and literature to supermarkets through a nationwide literary contest for classes of primary and secondary school age in collaboration with well-known children’s authors. The 8 chosen stories have been published as books available to collect for free in Conad stores all over Italy. Scrittori di Classe believes it has changed customers’ attitudes towards loyalty programmes and made the attention paid to an important topic such as reading much more relevant.
Over 12,000 classes signed up to the programme (involving 300,000 children) with 5,000 classes submitting their final stories. Thousands of e-mails and posts with compliments about the value of this project were received. Over 10 weeks more than 3.3 million books were redeemed, representing 16% of the total sales of children’s books in Italy in 2014 (Nielsen May 2015).
Best Loyalty Programme of the Year – Retail (Non Food)
HMV
purehmv
purehmv enables its members to experience more, providing access to ‘money can’t buy’ experiences and prizes by earning points every time they spend in HMV. Consumers choose their own rewards and can use their points to access great prizes including tickets to movie premieres, awards ceremonies, a chance to meet their favourite star, or simply redeem for exclusive merchandise such as signed albums, movie memorabilia and more. 400K new members have joined purehmv, taking the total member base to 1.6m.
Marketing activity helped drive over 800K members to engage with purehmv this year and 630K members spent in HMV – totaling over £56m.
Highly Commended
Yocuda
Cycle Republic Reward Scheme
To engender loyalty, repeat visits and increase a customer’s lifetime value, Cycle Republic, part of the Halfords Group, has rolled out a new rewards scheme and digital receipts powered by Yocuda (previously eReceipts). In less than 9 months, 75% of sales are now identified daily by the scheme. In July 2015 a rewards programme was layered on top of the digital receipts solution. A reward card was launched and by offering half price bicycle services, free puncture repairs and a £20 voucher for every £100 spent on cycle accessories, the customer was presented with a compelling proposition that improved their experience, engendered loyalty and drove additional data capture and repeat purchase.
Best Loyalty Programme of the Year – Travel (including hotels and locations)
Royal Caribbean International
Club Royal
An industry-leading loyalty programme rewarding trade partners, Club Royal is not just about earning cash rewards. Members get exclusive benefits and opportunities to attend amazing events. With £5 for every booking, partners receive a branded prepaid MasterCard, and tactical accelerators throughout the year. After one year membership stands at 9,000.
With a new ship, ‘Harmony of the Seas’ launching, RCI needed an easy and effective way to get partners motivated. With Harmony Queue, members were used as marketers to promote the ship and the brand. They earned points by making bookings, tweeting or Facebooking fed content (video clips, images and ship enhancements) via the Club Royal portal, using the hashtag #GETMEONHARMONY.
To maximise engagement, a leader-board was created linked to an interactive virtual queue, offering places on the ‘Harmony of the Seas’ inaugural sailing to the top 500 partners. In 4 weeks there were 50k tweets, 114k re-tweets, 8.6k Facebook posts and 56k likes. Currently there are 3,000 trade partners in Harmony Queue with 5 million retweets.
Highly Commended
Le Club AccorHotels
Rewarding Customers
In 2015, Le Club AccorHotels launched two new initiatives to both reward loyalty and enhance customer satisfaction and hotel experiences. Globally Le Club AccorHotels now contributes to over 30% of the hotel group’s revenue, which is equivalent is to €2.2bn.
Best Use of Mobile within a Loyalty Strategy
Nectar
Transforming Nectar for the mobile age
Since its launch in 2002, Nectar has been one of the UK’s great success stories. The challenge is to continue that momentum in the decades to come by completely transforming Nectar for the mobile age, to deliver more value to more customers, more often.
By 2014 there was evidence that customers and partners expected more from their favourite loyalty programme. The decision was taken to completely re-focus and reorganise Nectar as a mobile-first business; to radically improve the quality and quantity of offers and to invest in capability and marketing to accelerate downloads and use of the Nectar app. In the 6 months since re-launch, all KPIs are positive year-on-year and running at record highs with a 10% increase in Nectar engagement plus 39% increase in NPS.
Best Loyalty Programme within the Telecoms Sector
Vodafone / Ketchup Loyalty and AMVG
SOHO (Small Office-Home Office)
Vodafone SOHO is a loyalty program that solely focuses on giving advantages to its merchant customer base to help reduce their expenses by offering various GSM and non-GSM opportunities. While they can benefit from sectors such as Food, Home Appliances, Stationery, Transportation, and Retail, they can also create their own campaigns and offer them to all 22 million Vodafone customers via the Avantaj Cepte Mobile App.
Highly Commended
Saudi Telecom Company
Qitaf Loyalty Programme
Serving 11 million customers, Saudi Telecom Company (STC)’s Qitaf Loyalty Program started as a single mobile operator discounts program and evolved into a triple play telecom provider’s (mobile/fixed/broadband) total relationship loyalty multi-partner ecosystem.
Best New Loyalty Programme of the Year
Dr Max
Becoming the medical hub
Dr. Max launched a loyalty program in 2015 offering personalized treatment, rewards, and drug interaction alerts enabled through the intelligent use of data. The program is a tremendous success with 20% of the population of the Czech Republic signed up in 9 months and a 32% increase in incremental sales.
Highly Commended
Conad
Scrittori di Classe (Clever Book Collection)
Scrittori di Classe is a unique loyalty programme involving teachers, pupils and famous children’s authors for the very first time in a creative activity conceived to promote reading, writing and teamwork. A nationwide literary contest for primary and secondary schools in collaboration with authors.
Best Omnichannel Loyalty Initiative of the Year
Carrefour France & Spain
The Minions’ Magic
Les Minions – La Méchante Collection and los Minions – La Baraja Magica are two collectibles promotions launched in summer 2015 by Boost Group on behalf of Carrefour.
They enabled a national hype in France and in Spain: 150 million magic cards were collected; more than 280,000 app downloads resulting in a significant increase in sales, customer loyalty, shopper visits, average receipts and footfall at the POS.
Highly Commended
PAYBACK
Grow mobile, stay multichannel
In 2015, PAYBACK focused on becoming even stronger with its mobile services. Next to offline and online, mobile has become the third strong pillar within its business model and marketing, which makes PAYBACK a truly omnichannel loyalty programme. 8 million out of 27.5 million PAYBACK customers have downloaded the PAYBACK app already, with 3 million being monthly unique users.
Best Coupon/Voucher Based Loyalty Programme of the Year – Virtual or Paper
Danske Spil / Dansk Supermarked Group
Jackpot!
To take the award winning “the big Christmas game” to the next level, Dansk
Supermarked Group and Danske Spil gave the Danish population a daily chance to hunt a Eurojackpot sponsored jackpot online along with supplier-funded prizes to be redeemed in the stores. A second online game for customers only was created. The access was a Special Edition Eurojackpot ticket handed out in Dansk Supermarked Group’s chains.
Highly Commended
Landmark Group
Shukran Rewards Programme
Shukran leverages the power of data, business intelligence and technology to acquire, delight, win-back and increase repeat purchases. With the introduction of SMS and POS coupons, the partner brands have seen initial success and are keen on exploiting this option a lot more to ultimately benefit their business.
Best Corporate Social Responsibility (CSR) Initiative Linked to Loyalty
Conad
Scrittori di Classe (Clever Book Collection)
Scrittori di Classe has completely changed customer attitudes towards loyalty programmes and the attention paid to an important topic such as reading is much more relevant. Conad strengthened its relationship with schools and attracted new customers to its stores, associating the company name to a worthy initiative with social responsibility.
Best B2B Loyalty Programme
Vodafone / Ketchup Loyalty and AMVG
SOHO (Small Office-Home Office)
In just one month, almost 2,000 unique Vodafone merchants benefited from the SOHO loyalty scheme campaigns and expanded their communication & sales areas.
They already think the platform is very easy to use, relevant to their business needs and are proud of being displayed among the big brands on the Avantaj Cepte mobile app.
Highly Commended
Ideal Boilers
Igniting growth in the domestic boiler replacement market
The relaunch of the Installer Connect loyalty scheme two years ago with enhanced member benefits has helped to increase market share and brand awareness. Ideal now has a 28% market share of the domestic boiler replacement market, an increase of 22% since the relaunch.
Best Long Term Loyalty Programme
Ideal Boilers
Igniting growth in the domestic boiler replacement market
Installer Connect is the loyalty scheme from Ideal Boilers for installers in the domestic boiler replacement market. Re-launched in 2014, member engagement was crucial to scheme success. Initially the focus was on activating the 75% of existing members who were not currently using the scheme. Later emphasis shifted towards new member recruitment. Using the dedicated database developed for the website, members receive automated email reminders and offers relevant to their activity status and other criteria.
The result was increased brand loyalty that has an estimated potential lifetime value (20 years) of 5,000 active members – 1.3m boilers.
Best Short Term Loyalty Programme
Coop Schweiz
Re-shape perception of Supercard
Within Supercard (the number one loyalty program in Switzerland), Boost and Coop achieved brilliant results. Two outstanding campaigns: “Free Polaroid Selfie Stick” and “Gold Mailing”. The first targeted the younger generation, the second re-activated special customers. Results: re-shaped perception and a 279% increase in orders.
Highly Commended
Carrefour France & Spain
The Minions’ Magic
By means of this unique and playful short-term loyalty program, Carrefour won greater share of wallet encouraging consumers to direct more of their purchases toward its business resulting in increase in sales and footfall as well as increase in average receipts at the POS.
Regional Awards: Best Loyalty Programme of the Year
Central and Eastern Europe plus Turkey
Dr Max
Becoming the medical hub
Since its launch in 2015, the data driven Dr. Max loyalty program acts as a hub for customers’ medical histories and has enabled its pharmacists to look at patient OTC (over the counter) and RX (prescription) histories to customize treatment options and suggest best medicine.
Western Europe
Ideal Boilers
Igniting growth in the domestic boiler replacement market
The programme has produced some impressive figures since its 2014 relaunch: a 277% increase in active members; a 79% increase in upper level registrations for Gold, Silver, Bronze tier scheme; online registration increased from 46% to 92%; a 246% rise in boiler sales.
This was a massive achievement from a company operating in a very traditional business sector. Sales growth and member engagement go hand in hand in this first class demonstration of the effectiveness of a loyalty programme.
Middle East and Africa
MySchool MyVillage MyPlanet
Rhino Conservation
The MyPlanet Rhino Fund was founded in 2011 together with the Endangered Wildlife Trust and respected conservationist Braam Malherbe to raise funds for rhino conservation. To date the fund has raised over R5m for the conservation of this threatened species, gaining 10,000 new supporters in 12 months and increasing loyalty of customers whose children have changed school and who switched from fund raising for schools to the Rhino Fund.
This programme goes from strength to strength. Using its partnership with Woolworths it fosters customer engagement while supporting good causes. This year it demonstrates a successful switch of customer allegiance from one good cause to another when they reach a different stage in life
The Gamechanger Award
Turkcell
Transformer Security Service
Turkcell Transformer Security Service offers an innovative M2M solution for farmers by addressing one of the major pain points in their business, which is theft of transformers used for irrigation of crops. The service from Turkcell is intended to increase customer loyalty by creating competitive advantage.
Why is this a gamechanger?
If a farmer has his generator stolen, his irrigation ceases and he loses his crop. Consider the existing protection methods, such as carrying transformers home during winter, hiring guards, putting up a wall around the transformer etc. They each have their downside.
Turkcell Transformer Security Service intelligent communication capability creates a link between transformers and an alarm control centre.
The system is able to detect all possible movements made by the thieves, like electricity cuts, intervention to the transformer oil stopper, and intervention to the transformer control panel. After detection of theft, the farmers are contacted by the call centre within seconds.
Why is this significant?
In this case Turkcell is fostering the loyalty of its farmer customers by providing a crucial service that not only saves them money in terms of securing the transformer itself, it saves the whole crop. It is a gamechanger because of the potential this shows for M2M to be used in myriad other loyalty applications. Who would change telecom supplier when they are guarding our valuable commodity? The extent of use of M2M applications that have the potential to foster loyalty is only limited by your imagination.
Organisation of the Year 2016
Turkcell
This award has been won in the past by Sir Terry Leahy, who launched Tesco Clubcard, Sir Keith Mills, who founded Air Miles, followed by Nectar. In the last two years the award has been won by Gabi Kool, then with Baltic Miles and now PINS, and last year, Helene Brand of MySchool MyVillage MyPlanet.
This year the winner of this prestigious award is a company, rather than an individual, that the judges said had “loyalty in its DNA”. During its 22-year life, Turkcell has sought to excite and delight its customers by making sure it understands them and their lifestyle.
