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AS ROMA wins award for loyalty


Football club, cosmetics company and two newspapers among winners of Loyalty Magazine Awards 2019

A football club, two newspapers, a software company, two cosmetics companies and a well known FMCG brand were among the big winners at The Loyalty Magazine Awards last night.

For the eighth year, The Loyalty Magazine Awards celebrated excellence, creativity and innovation, wherever in the world it is happening, and this year the importance of an honest and meaningful relationship were particularly in evidence. Held at The Pavilion, Tower of London, it is the opportunity for those working to enhance customer loyalty to get together to celebrate the best of their industry. It includes the 30 under 40 Rising Stars of Loyalty, now tagged Loyalty Royalty, who will be the ones tasked with the job of reinventing, transforming and recreating the global loyalty business.

Big winners

Italian football club AS ROMA, with Advice Group won two category awards and was named Regional Champion of the Year for Western Europe. Its programme, Unico Grande Amore, works to engage the whole family through its use of gamification and clever social media interaction. One of the judges said: “I am a fan, my family are fans. We are desperately loyal whether they win or lose, and suffer every day. They didn’t need to do this, but I love them for it.”

Kellogg’s with Brierley+Partners won the Best Long Term Loyalty Category award plus was named the Regional Loyalty Champion for the Americas. This was the first time that North and South American entries had been accepted for the Loyalty Magazine Awards, which have been gradually expanding every year, until 2019 when the awards now cover the whole world.

Other big winners were The Sun newspaper, for Sun Savers Loyalty Club, and The Times & The Sunday Times which won both the Best use of CRM and the Best Use of Customer Analytics categories with its use of artificial intelligence for customer understanding, and for delivering record subscription growth for The Times through use of data science.

The judges said: “The Times & The Sunday Times teams captured data, analysed it and acted on it. They achieved a cultural change using data driven marketing at its heart. This level of change requires convincing all of the people in your business to trust you.”

Personality of the Year

This year’s Personality of the Year is Gavin Hawthorn, who was awarded the honour for his work in establishing the Pets at Home VIP club.

Loyalty Magazine editor Annich McIntosh said: “Everyone in loyalty will know of his success working with VIPs, even though the identity of those VIPs may be something of a surprise to some.

So popular was the scheme that was created, that in the first year of operation, there were so many people signing up, they ran out of paper.Today Pets at Home counts among its members:

  • Eight million Dogs,
  • Five million Cats
  • Nearly three million other Small animals
  • Over one million Birds
  • Three quarters of a million Reptiles
  • And 370,000 Horses
  • … making a total of nearly 27 million Very Important Pets.

The full list of winners:

Category: Best Coupon/Voucher based loyalty programme – virtual or paper
Winner: Cool down, a forward thinking loyalty campaign – A.T.U. / PAYBACK

Category: Best Customer Experience

Winner: A holistic 360° customer experience – Parfumerie Douglas Beauty CardCategory: Best Loyalty Programme of the Year – Financial Services
Winner: Changing the name and the game – ING / Touch Incentive Marketing

Highly Commended: Dreamkeep Rewards – American Family Insurance

Category: Best Corporate Social responsibility (CSR) Initiative Linked to Loyalty

Winner: Points for People – Strategic Caravan

Highly Commended: Jamie’s Garden Campaign – Påo de Açucar / BrandLoyalty Brazil

Category: Best Loyalty Programme of the Year – Non-Food Retail

Winner: the tarte rewards experience – Tarte Cosmetics

Category: Best Use of Communications – including Social Media

Winner: Tapping into emotions with Disney – Plus / BrandLoyalty

Category: Best Use of Technology

Winner: Blockchain-enabled marketing campaign – Asia Miles

Highly Commended: LoyalT, the global blockchain loyalty points exchange

Category: Best Loyalty Programme of the Year – Food Retail

Winner: PC Optimum – Loblaw

Category: Best Loyalty Programme of the Year – Travel & Experiences

Winner: Integrating loyalty with revenue management doubled Eldo Coaches’ revenues – Eldo Coaches / Ratality

Category: Best Use of CRM

Winner: Record growth through integrated AI, programmatic & social – The Times & The Sunday Times

Category: Best B2B Loyalty Programme

Winner: Know your IBM – IBM / MotivforceCategory: Best Loyalty Marketing Campaign of the Year
Winner: Seeker – Le Club AccorHotels

Category: Best Use of Customer Analytics / Data

Winner: Delivering record subscription growth for The Times through data science – The Times & The Sunday Times

Category: Loyalty Without a Name

Winner: Unico Grande Amore – AS ROMA / Advice Group

Category: Best Loyalty Industry Innovation

Winner: Unico Grande Amore – AS ROMA / Advice Group

Category: Best Long Term Loyalty Initiative

Winner: Kellogg’s Family Rewards – Kellogg’s / Brierley+Partners

Category: Best New Loyalty Launch of the Year

Winner: C-Store Loyalty Reimagined – 7-Eleven / Brierley+Partners

Highly commended: British Gas Rewards – Mando Connect & Ogilvy

Category: Best Short Term Loyalty Initiative

Winner: “Picture your next destination” – TravelCo Nordic

Category: Best Use of Gamification to Enhance Loyalty

Winner: Surprise Point – Turkcell

Category: Best Use of Mobile Within a Loyalty Strategy

Winner: Sun Savers Loyalty Club – The Sun

Highly commended: Accessible Life Programme – Turk Telekom

Regional Loyalty Champions of the Year Awards

Western Europe

Winner: AS ROMA / Advice Group – Unico Grande Amore – 

For an intensely novel programme and a culture intent on pushing the boundaries. They are engaging with the whole family, whether they are traditional fans or not.

Central & Eastern Europe including Russia and Turkey

Winner: Turkcell 

For their continued drive for loyalty innovation and success in a number of categories, and a breadth and creativity in the pursuit of customer loyalty across all sectors of the business which is edifying. The loyalty mechanic is prevalent in all aspects of the business and each year for the awards there is further innovation.

Highly Commended: Sport&Bonus – Multi-partner loyalty programme

The Middle East & Africa

Winner: GEMS Education – GEMS Rewards

For delivering significant value & purpose, with very strong numbers.

Asia including Australia, New Zealand,
the Indian sub-continent and all areas East

Winner: JetPrivilege

For a range of highly credible entries from across many different parts of its business which prove the importance and economic benefits of a strong loyalty programme.

The Americas

Winner: Kellogg’s / Brierley+Partners – Kellogg’s Family Rewards

For a programme that has been growing comprehensively and inclusively, offering value to the consumer and to the brand. They are acquiring huge amounts of data at a low cost.

Sponsors of the Loyalty Magazine Awards are:

Prime sponsor: Currency Alliance:

Category sponsors:

 The Entertainer Business

Other sponsors:


Pure Loyalty

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