5 Key Takeaways From Loyalty Expo 2017

Thank you to everyone who were able to visit us at our booth during Loyalty Expo earlier this month. Carlos and Steven (pictured above) had a great time meeting all of you and discussing loyalty trends as well as the possibility of future loyalty partnerships. For those of you who were unable to attend, we’ve put together 5 of our main takeaways from the event.

  1. Ulta Beauty Leveraging Rewards Data

Eric Messerschmidt, SVP of marketing for Ulta Beauty, described how the nation’s #1 specialty beauty retailer is helping their brand partners develop stronger, more loyal and profitable relationships with their customers. This is done through leveraging the data of their more than 23 million Ultamate rewards members. These successful rewards programs focus on three main aspects:

  1. Points management- Bonus points sponsored by the brands
  2. Creating meaningful content- Members get a monthly magazine & insider content specifically tailored for beauty enthusiasts
  3. Perks for the members- Perks that vary based on tier system & reward data that is leveraged for forecasting and planning, targeted messages, offers, merchandise planning and more

This once again reiterates the value of rewards programs when done right, which we cover in our latest White Paper – The Power of Rewards

  1. Caesar’s Entertainment Updates App & Launches Ivy

Michael Marino, Chief Experience Officer discussed many new and exciting developments for Caesar’s Entertainment. Their app “Play by Total Rewards” was updated to include engaging content for gamers and hospitality customers, as well as a new capability that allows for room service ordering. “Ivy” a real-time AI text messaging platform also was recently launched with an impressive current automation rate of over 70%. 

  1. Dominos Revises Rewards Program

Steve Kennedy, Director of Customer Loyalty discussed how Dominos has utilized their customer feedback and revised their program. They have adopted a punch style system to make the process simpler for customers to earn rewards. Simplicity in this case is crucial, as at its core, Dominos rewards is about rewarding free pizza and Dominos has recognized this and has gone back to its roots. 

  1. GameStop Power Up Rewards

Brad Pitzele, Senior Director of Marketing & Strategy discussed the success of the Power Up Rewards program as well as the addition of new in-store technology. Not only do Power Up members purchase 3x more than non-members and are 5x more profitable, they also consist of 74% of total sales! Beacon technology and digital content was recently introduced in the GameStop locations to engage with members and enhance their in-store experience.

  1. Loyalty360 Award Winners

The Loyalty360 customer loyalty awards are an annual showcase of customer experience programs that drive business success by using innovative tools and techniques to understand the customer and develop emotional bonds with them through outstanding customer experiences. Congratulations to this year’s category winners, including Caesars Entertainment, platinum winner of the 360-Degree Award, and Heathrow Airport, platinum winner for Loyalty & Rewards Programs.

 

Sources:

https://loyaltyexpo.loyalty360.org/awards

http://www.caesarstravelagents.com/WhatsNew/play-by-total-rewards

 

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