Categories for 2023

The International Loyalty Awards 2023 categories are as follows

In this period of widespread transformation, as companies realise the potential of new technologies and indeed new regulations, customer loyalty is being given much more than just a fresh coat of paint. It is being re-defined. If this resonates with you, then consider the following: Entries into this category must demonstrate how their organisation is 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 program 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, financial services and B2B.

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 program manager and enhancement of the brand.

Entrants will need to demonstrate a true customer first strategy and demonstrate a clear investment in customer needs. Judges are looking for companies that excel in customer experience from a holistic perspective which has driven loyalty among customers by the sum of their experiences with the organisation, across all touch points and across all experiential elements: presales, order and delivery process, product / service experience and post-sales support.

In addition to interactions and brand perceptions judges are keen to see evidence of building true conversations that are personalized, interactive and consistent across multiple channels with their customers that has resulted in a greater level of customer self-affirmation, and with it, a higher level of loyalty.

We are looking for brands that have seized the opportunity closed the engagement gaps and cemented relationships to drive loyalty and customer advocacy. These need not necessarily be within a loyalty program, but must lead to greater customer loyalty. Examples of surprise & delight plus strategies that seek to attract and nurture customers by enhancing interactions with them and offering unexpected rewards is also of key interest.

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 cost-effective 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.
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 program performance measurement will be considered in this category. The judges will look for effective targeting, 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.
Judges will be looking for innovations, technology based or otherwise, implemented or launched during 2022, 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.
We invite entries from brands and customer facing organisations that incorporate sustainability (e.g. ethically centred brands, recycled packaging, zero carbon emissions) in their loyalty programs and marketing initiatives to drive customer and brand loyalty. We are looking for both new initiatives and reinvented loyalty programs designed for an eco-conscious customer. Evidence of how these initiatives has become an important lever in driving loyalty and how taking on these initiatives of becoming more sustainable and eco-friendly, has increased brand loyalty should be highlighted to strengthen you overall submission.
The Best Use of Communications Award will be given to an organisation who has embraced relevant personalised omnichannel communications (including social media and direct mail) to drive engagement and loyalty among customers and whose innovation, imagination and creativity has set them apart. We are looking for entries that demonstrate the utilisation of one or more communication channels to promote and build an organisation’s brand and community. Judges are looking for engaging, innovative and compelling communications that resonate with customers. The judges will also be looking for an integral communication strategy across one or more campaigns carried out within the last 12 months with major emphasis on creativity, development, delivery and customer experience. We are looking for companies that have delivered more personal, relevant and timely experiences that kept their customers coming back.
Open to all loyalty initiatives that have conducted a marketing campaign during 2022. 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!

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
program manager, enhancement of the brand
for the program partner, creativity, innovation,
emotional engagement and an innovative and
omnichannel approach.

The judges welcome entries from airlines, hotels,
comparison sites and any company involved in the
travel industry. Evidence must be demonstrated
in one or more of the following: value to the
customer, commercial benefits for the brand
owner and program manager, enhancement
of the brand for the program partner, creativity,
innovation, emotional engagement and an
innovative and omnichannel approach.

Entries are invited from restaurants (including QSR), sporting organisations, cinemas and any company involved in the leisure, experience & entertainment industry that can demonstrate evidence of one or more of the following: value to the customer, commercial benefits for the brand owner and program manager, enhancement of the brand for the program partner, creativity, innovation, emotional engagement and an innovative and omnichannel approach.
This award will go to the best new loyalty launch or initiative first publicised, revealed or which went live during calendar year 2022. Judges will be looking for programs 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.
This award will go to the loyalty program 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.

Entries are invited from all businesses operating
in the financial sector (Banking, Investing &
Insurance) including Neobanks and Fintech that
are generating value and customer engagement
through loyalty initiatives. With the rapidly
changing financial landscape and evolving
consumer expectations, Judges are keen to see
fresh thinking and loyalty initiatives that secured
high levels of customer engagement, retention
and delivered true value to the customer as
well as lift and shift of spend. This category is
open to all loyalty initiatives including payment
related customer experiences and multi partner
programs.Judges will be looking for differentiated
propositions, attractive or compelling offers to
the customer and initiatives that demonstrate
creativity and innovation while delivering true
value to the customer. Within this sector we
expect to receive entries from brands that
have embraced the digital transformation in
this industry and integrated more modern and
mobile native experiences. All loyalty initiatives
including co-brands, card linking, cash backs,
loyalty programs, rewards and benefits are
eligible to enter.

 

The judges will be looking for a project with illustrating results achieved during 2022 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 programs which aim to improve responsibility or education to key stakeholder groups, such as customers or employees. We welcome schemes that are innovative and fun.
Judges will be looking for the initiative or a number of short term campaigns that were running during 2022, 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.

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 program 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 program that has run for a minimum of 2 years. Entrants should also be able to show a route map for the program.
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 program managers or service providers. Additionally, judges will nominate candidates they feel qualify for this award, including the 30 under 40 list.
Are you an upwardly mobile loyalty professional who deserves some recognition, or do you have a colleague who is doing great things and challenging the existing rules to drive success in customer loyalty? Joining the 30 under 40 list of Loyalty Royalty has proved extremely valuable as a career enhancement tool, so what are you waiting for? Start writing. Entries are at the significantly reduced cost of £100+VAT per entry. Note that a highquality head and shoulders photograph, and confirmation of current job title, must be submitted as part of the nomination.

Entry to the Regional Awards are different from the other categories in that there is no direct entry. Brands qualify by entering one or more of the other categories. All entries into the International Loyalty Awards are then considered by the judges in competition with those from their region.

For the purposes of choosing the Regional Loyalty Winners, the territories are split into the following:
Western Europe – defined as all countries within the European Union plus Switzerland, Norway, Iceland, Liechtenstein, the UK etc
Central and Eastern Europe – including Greece and Turkey
The Middle East – including Iran, Iraq, Israel, Jordan, Saudi Arabia, Syria, Lebanon, the Gulf States and Africa
Asia – including Australia, New Zealand, the Indian sub-continent and all areas East
The Americas – including Alaska, Canada and all countries in North, Central and South America and the surrounding islands and territories