2011 COLLOQUY Loyalty Awards
Barclaycard 
Award: Loyalty Innovation in Financial Services (International)
Initiative: Freedom Project
The UK has no shortage of loyalty programs, but while people like getting something for nothing, many fail to truly engage when programs make it difficult to earn or redeem. The challenge for Barclaycard was to create the easiest program ever.
Enter Barclaycard Freedom. Launched in March 2010, it quickly became a success - activated on by 8 million Barclaycards, and available in over 20,000 retail outlets. The launch involved one of the most ambitious and synchronized product and communications launches of recent years. It required significant business wide systems changes and a brand new loyalty management team within Barclaycard. A complicated path to reach the ultimate in simplicity, but defi nitely worth the trek.
Customers could earn and redeem Reward Money instantly on purchases made with their Barclaycard. What could be easier? And Reward Money was earned in pounds, not points, a transparency that really resonated with customers. Merchants were seeing incremental revenue, and gaining richer customer data.
Results: The program has engaged over 1.2 million active cardholders earning Reward Money, generated a 14% spend uplift among partners, and produced 4 million transactions at participating retailers. Nice and easy does it every time.
See Barclaycard's award entry.
See COLLOQUY's September 2011 issue for more on 2011 COLLOQUY Loyalty Award winners and finalists.
