Categories for 2022

The International Loyalty Awards 2022 categories are as follows

Entries into this category must demonstrate how their organisation are approaching customer loyalty differently. This may be through the use of customer analytics together with creative and tempting customer communications to prompt enquiries, sales and repeat business. It may be through more exciting use of mobile & social. It may be through experiences or the subscription model.

The judges would like to see evidence of what the programme is achieving, such as a rise in customer responses, examples of increased social media conversations, and a widening in reach of the business proposition. Nothing is out of bounds, beyond scope or outside of the rules, because in the online world, accepted, tried and tested practice no longer applies. This is a perfect category for those changing the rules, adapting the business model and carving a business in the new world of ‘online, available and willing to adapt’ commerce. Entries will be accepted from all sectors including retail, travel & hospitality and B2B.

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The award will go to the organisation or
brand that has used game mechanics and
processes to gain virality and customer
engagement resulting in an enhancement in
loyalty. The entry should incorporate gaming
mechanics such as points, leader boards,
badges, incentives and challenges but does
not have to be a game. Judges will be looking
for the excitement factor, value and/or fun
for the customer, commercial benefits for the brand owner and programme manager and
enhancement of the brand.

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Entrants will need to demonstrate a true
understanding of their customers’ needs through
the delivery of world class user experience for
a product, service or brand. Judges will look
for achievements and initiatives that show
proof of the impact of an innovative customer
care strategy on retention levels and customer
satisfaction. Initiatives can refer to different
channels of service including written, verbal
or electronic communications. These need not
necessarily be within a loyalty programme, but
must lead to greater customer loyalty.

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This award will recognise the loyalty initiative
that has shown innovation and best practice
in the use of information and communications
technology that are either customer facing, or
back-end systems. Entries are encouraged from
organisations which can demonstrate and
measure the use of information technology
as an enabler for business and customer
advantage. Judges will be looking for costeffective
projects where technology has played a key role in enhancing quality, functionality,
efficiency, better customer service etc. The
Internet of Things, Artificial Intelligence (AI),
Augmented Reality (AR) and other connected
environments such as Blockchain and Machine
to Machine (M2M) initiatives, mobile wallet,
and retail launches can be entered into this
category. We welcome entries in trial or beta
as well as full roll-out due to the fast moving
nature of technology.

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The winner in this category will have developed
a loyalty strategy based around information
they hold about their customers to offer
them a better proposition. Skills in statistical
analysis, market research, spatial analytics and
programme performance measurement will be
considered in this category. The judges will look
for effective targeting and modelling, profitable
customer segmentation, and proof of a deep
analytical grasp of consumer attitudes and
behaviours. Blockchain, Internet of Things, AI,
AR and M2M initiatives may be relevant for this
category as well as CRM initiatives.

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Judges will be looking for innovations,
technology based or otherwise, implemented
or launched during 2020 and 2021, that have
increased the brand’s competitiveness and the
effectiveness of the entering organisation
or could be considered ‘firsts’ in the loyalty
industry. An innovation can be a product,
service, technology, app, system or procedure.

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Loyalty is moving very swiftly from being
transactional to emotional, and one of the
areas that is triggering some extremely
emotional responses is the ability for
brands to demonstrate their commitment
to sustainability, plastic-free initiatives, and
the off-setting of carbon use. Caring for
the environment can take many forms and
therefore it is only right that this category is a
broad one.
We invite entries from brands and
customer-facing organisations that can show
their commitment to sustainability and
environmentally-friendly commerce – without
greenwashing. Yours may be a company that
is working with its employees to be more
sustainable, or a retailer who is innovating with
refillables and paper based packaging. Maybe
your loyalty programme is now rewarding ecobehaviour
with special loyalty points. There
are thousands of ways, we simply need you to
demonstrate what you are doing, and what the
effects are, for wildlife, the environment, and
your customers.

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The winner in this category will have used
customer communications in an innovative
or otherwise exceptional manner to improve
business performance and achieve objectives,
including customer satisfaction and business
profitability. Communications can refer to
written, verbal, mobile or virtual interface with
customers and includes all forms of social media.

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Open to all loyalty initiatives that have
conducted a marketing campaign during
2020 & 2021. Entrants should outline,
within the context of an overall marketing
strategy, how their organisation has used an
integrated campaign featuring a number of
techniques to improve market penetration,
enhance customer usage, target specific or
new markets etc. Results will be assessed not
only on empirical measures (number of new
customers, activity levels) of the campaign,
but also its creativity and contribution to
building brand values and awareness. In
addition, judges will be assessing how clearly
the information within the campaign has
been communicated to ensure understanding
from customers. Do you run a direct to the
consumer/fast moving consumer goods
(FMCG) loyalty initiative? Make sure you enter!

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NEW CRITERIA: There are traditional loyalty point programmes in financial services and in addition, there are a great many loyalty initiatives – from cash back to card linking with travel companies. Payments are a particularly important element in multi partner loyalty programmes for example and to enable points boosting. Insurance companies and mortgage firms offer special thank-you rewards to customers that take out additional products. So however you are enhancing the relationship with your customers and encouraging retention, we want to hear from you. This is a wide ranging set of criteria, but in essence, the judges will be looking for creative, genuine and worthwhile loyalty offers from FS companies wherever they are, and regardless of the product they are selling. Get writing! To be judged the 2022 Financial Services Global Loyalty Champion will be an achievement to be proud of.

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The following criteria refer to the above categories. The judges will expect to see evidence of one or more of the following: value to the customer, commercial benefits for the brand owner and programme manager, enhancement of the brand for the programme partner, creativity, innovation, emotional engagement and an innovative and omnichannel approach.

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The following criteria refer to the above categories. The judges will expect to see evidence of one or more of the following: value to the customer, commercial benefits for the brand owner and programme manager, enhancement of the brand for the programme partner, creativity, innovation, emotional engagement and an innovative and omnichannel approach.

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The following criteria refer to the above categories. The judges will expect to see evidence of one or more of the following: value to the customer, commercial benefits for the brand owner and programme manager, enhancement of the brand for the programme partner, creativity, innovation, emotional engagement and an innovative and omnichannel approach.

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This very special award will be presented
to an individual or team that has made an
outstanding contribution to the advancement
and success of the loyalty industry. Nominations
may be made from anyone in the industry and
are not restricted to programme managers
or service providers. Additionally, judges will
nominate candidates they feel qualify for this
award, including the 30 under 40 list.

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We are really excited to ask for nominations relating to young people who are thinking out of the box and challenging the existing rules. For the 2022 list of impressive loyalty practitioners, we urge you to nominate those in your organisation who are doing great things. Please send your nominations to: annich@internationalloyaltyawards.com

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This category is constantly changing as
mobile becomes a vital element in our
daily lives. The pandemic has proved the
importance of the mobile telephone and the
influence of social media. The award will go
to the organisation or brand that can show
impressive use of mobile & social within
a loyalty initiative that takes advantage
of the fast pace of change and innovation
within the sector, following the criteria of:
value to the customer, commercial benefits
for the brand owner and programme
manager, enhancement of the brand for the
programme partner. The mobile business
sector itself has a vibrant and innovative
loyalty reputation, and the judges are
anticipating strong entries from across the
regions that demonstrate business growth
through creative customer engagement
and a real understanding and meeting of
customer needs and expectations.

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This award will go to the best new loyalty
launch or initiative first publicised, revealed
or which went live during calendar years
2020 & 2021. Judges will be looking for
programmes which offer best value to the
customer. Results should show that the
initiative is able to achieve its initial objectives
in terms of reach, value and volume. The
judges will also be looking for creativity,
innovation, emotional engagement, clarity
of product information, including terms and
conditions and the value of benefits.

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The award will go to the organisation or brand
that can show how it has operated the best
coupon or voucher based loyalty initiative
offering value to the customer, commercial
benefits for the brand owner
and programme manager, and enhancement
of the brand for the partner. This category
includes the use of virtual vouchers, coupons
and similar initiatives, including mobile
rewards and offers.

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This award will go to the loyalty programme
that can show how it has focused on the
business customer (large and small), under one
or more of the following criteria: value to the
customer, commercial benefits for the brand
and the business user, and innovation.

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The judges will be looking for a project with illustrating results achieved during 2020 & 2021 which has effectively delivered its corporate and social responsibility objectives. This could be an international, national, or local project and should demonstrate a coherent and integrated approach to the practical demonstration of CSR policies around community, social, ethical or reputational issues in action. Judges will also welcome programmes which aim to improve responsibility or education to key stakeholder groups, such as customers or employees. We welcome schemes that are innovative and fun.

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Judges will be looking for the initiative or a
number of short term campaigns that were
running during 2020 & 2021, which resulted
in increased customer loyalty to the brand.
Results which illustrate increased basket
value, shopper visits, a propensity to remain
loyal to the brand and increased market share
for the brand will be viewed favourably by
the judges. Short term loyalty is defined as
a campaign which runs for a limited time.
Entrants should also be able to show how the
scheme encourages long term loyalty. Data
to prove an increase in customer retention,
return visits and an increase in sales is
important in this category.

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The award will go to the organisation or brand that can demonstrate the value of an outstanding, established and long-running programme which has resulted in increased customer loyalty to the brand and value to the customer, financial or otherwise. Entries should show increasing basket value, shopper visits, a propensity to remain loyal to the brand and raised market share for the brand, together with customer knowledge and insight. Long term loyalty is defined as a programme that has run for a minimum of 2 years. Entrants should also be able to show a route map for the programme.

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The pandemic has certainly showed up how
important employees are and so it is fitting
that this year the International Loyalty Awards
should include an employee loyalty category.
Entry is open to any organisation encouraging
and rewarding the loyalty of their employees
through a reward mechanism, through extra
benefits, or even with a gesture. The majority
of employees say they would work harder
if they felt rewarded. How creative is your
organisation in making this happen?

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There is no direct route for entry into the regional awards. Entrants across all categories will automatically be considered for the regional awards (for the specific regions within which they operate):

– Western Europe
– Central and Eastern Europe including Russia and Turkey – Middle East and Africa – Asia including Australia, New Zealand, the Indian sub-continent and all areas East
– The Americas, including Alaska, Canada, North, Central and South America and the surrounding islands and territories

Each award will go to the organisation or brand that can show how they have operated the most innovative and exciting loyalty programme within their region. The entries need to address one or more of the following: value to the customer, commercial benefits for the brand owner and programme manager, and enhancement of the brand for the programme partner. The judges are being asked to judge excellence within the region from which the entry originates, bearing in mind market conditions and the degree of advancement of the loyalty business.

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