COLLOQUY Recognizes: March 2015 Winners
For 25 years, COLLOQUY has served as a leading publishing, education and research practice, bringing together loyalty practitioners from around the world. From this unique vantage, the COLLOQUY editorial team chooses the programs and initiatives that exemplify the most forward-looking strategies in loyalty today.
Gamers can now convert their online playing into real-world jackpots with myVEGAS Rewards. Players rack up points for using Playstudios’ myVEGAS casino games on Facebook and mobile and redeeming them for hotel rooms, show tickets and other goodies. Meanwhile, corporate partners – a Las Vegas who’s who including the Bellagio, Cirque du Soleil and MGM Grand – engage with the gamers, hand out freebies (an opportunity to fill empty rooms and seats) and work to turn them into loyal customers.
Red Lion Hotels Corp. put to bed its old approach to loyalty, shuttering its points-based R&R Club and launching Hello Rewards in December 2014. Hello Rewards forgoes points and tiered status in favor of a personalized and simpler recognition plan that includes surprises and more interaction with members on every visit, without restrictions on how and when to award special treats – nor on which channels members can use to book. Hello Rewards members also get the best available rates, express check-in, late check-out and room upgrades when available and a free stay every seventh visit.
To leverage a sponsorship deal with Besiktas, one of Turkey’s oldest and most popular soccer teams, Vodafone launched Vodafone KaraKartal, the first mobile-dedicated sports loyalty program in Turkey. Membership benefits include free Internet, minutes and text messaging on match days to let fans share their team spirit. Besides increasing customer engagement, the program has enhanced loyalty retention rates through the partnership of two powerful brands.
BDO Rewards, the customer-loyalty program of the Philippines’ largest bank, BDO Unibank Inc., wanted to engage high-tier members who had significant point balances but were not actively involved. The campaign included a personal letter from each member’s BDO branch head highlighting the available points and offering customized rewards – creating the opportunity for personal interactions and deeper client relationship development.