2011 COLLOQUY Loyalty Awards
FedEx 
Award: Innovation in Loyalty Marketing (North America)
Initiative: Game Time
The shipping industry is highly competitive, with only a few major players. To retain and grow existing customer relationships, FedEx deployed highly targeted marketing tactics to engage customers and drive desired behavior. FedEx Game Time is one of them.
Since 2004, FedEx Game Time has involved customers right through the NFL season in a campaign that has proven to drive incremental shipping behavior in the Small Business segment. In 2010, FedEx decided to kick engagement even higher with a more targeted approach using a Customer Value Database and integrated Web platform.
Highly specific criteria was reviewed to determine which customers would best perform in the campaign. Then financial models were built to determine expected rewards costs and corresponding incremental revenue to aid in target selection. All invited customers were configured in the FedEx Database and Web platform and given access to visual tracking of their FedEx packages as it related to their shipping goals. As customers reached their individual goals (1st down, 2nd down, etc.), they could redeem for gift cards, consumer electronics, NFL memorabilia, and more.
Results: Significant cost savings and higher engagement. The Game Times Revenue to Expense Ratio was 17:1. And a total of 18,917 customers signed up to participate, representing a 66% increase YOY. Touchdown!
See FedEx's award entry.
See COLLOQUY's September 2011 issue for more on 2011 COLLOQUY Loyalty Award winners and finalists.
