Indigo Books, Qantas and Samsung India Among International Recipients in
the Only Awards Determined by Members of the Loyalty Industry, Live
Streamed Sept. 12
RANCHO PALOS VERDES, CA, Sept. 12, 2012 /CNW/ - Some of the most
recognized names in the global loyalty industry, including Caesars
Entertainment, Canada's SCENE, and SUBWAY New Zealand, are winners of
the 3rd Annual COLLOQUY Loyalty Awards - an event presented by LoyaltyOne and
Visa, and the only loyalty awards decided by members of the loyalty
COLLOQUY, LoyaltyOne's global research group, launched the awards in
2010 to salute the most innovative loyalty initiatives in the industry.
Members of the loyalty industry - through COLLOQUY's more than 45,000
subscribers - determined the winning initiatives across 10 industry
categories, representing organizations from six countries including the
An 11th category recognizes the Master of Enterprise Loyalty - the
company that has embraced a corporate-wide, holistic approach to using
data to transform the consumer experience and improve both financial
and customer performance.
The winners were recognized at an awards ceremony, which was live
streamed on Sept. 12, during the 10th Annual COLLOQUY Loyalty Summit in
Rancho Palos Verdes, Calif. A printed summary of all the 2012 award
winners is available for download at http://www.colloquy.com/2012-Award-Winners. To view the event, visit http://www.colloquy.com/loyaltyawards.
The 2012 COLLOQUY Loyalty Award winners are:
Master of Enterprise Loyalty:
Caesars Entertainment, for its Total Rewards - Total Rewards relies on a sophisticated combination of data analysis,
employee engagement and rewards systems to consistently engage and win
loyalty among gamers and non-gamers. Through Total Rewards, Caesars
realized a 20 percent increase in new members, adding to an existing
member base of 40 million, and its purchase volumes in retail and
dining locations doubled.
Loyalty Innovation in Financial Services Award (North America):
American Express, for its American Express Digital Loyalty Innovation - American Express won for a suite of digital innovations, including
its first mobile redemption service, a loyalty experience for the iPad,
barcode scanning and price comparisons. From November 2011 to March
2012, mobile/tablet redeemers increased by 117 percent and point
redemption, as a share of overall redemption, rose 300 percent.
Loyalty Innovation in Financial Services Award (International):
BDO, Philippines, for its Ten Things You Must Experience campaign - The BDO earned a nod for its Bucket List, a catalog compiling 10
exceptional and exclusive deals, the latest gadgets, prime properties
and travel destinations for its luxury clients. The campaign delivered
a 93 percent increase in redeemed reward value, and a 93 percent
increase in the number of members who redeemed.
Innovation in Loyalty Marketing Award (North America):
SCENE, Canada, for its SCENEtourage loyalty engagement initiative - SCENEtourage, a group of four characters who each showcase a benefit
of the SCENE program and encouraged participation, generated
unprecedented member response - six times greater than any previous
referral program. Membership acquisition rose 32 percent post-launch,
and 35 percent after, its fastest growth in three years.
Innovation in Loyalty Marketing Award (International):
Hero MotoCorp Ltd., India, for its HeroGoodLife Utsav campaign - Hero MotoCorp created Hero GoodLife Utsav to carry its already strong
customer relationships beyond the product, and did so with celebratory
kick-off events. During the one-month campaign, sales advanced 28
percent over the previous year. Program membership renewal rose by 30
Loyalty Innovation in Retail Award (North America):
Indigo Books & Music, Canada, for the launch of its plumrewards loyalty
program - Indigo's plumrewards was built on three initiatives: send meaningful
messages at times that resonate, inspire members through customized
recommendations, and deliver new member experiences. It delivered on
all fronts, with email open rates as high as 90 percent and contest
response rates up 50 percent.
Loyalty Innovation in Retail Award (International):
SUBWAY, New Zealand, for its SUBCARD Loyalty - Extending Customer Choice
and Engagement initiative - SUBCARD is the first full loyalty program with its own mobile app,
with a rewards balance look-up, the ability to save favorite orders,
automatic promotion updates and a store locator. Order value at the
Mobile Store rose by more than 100 percent in the six months after
launch and order volume increased 90 percent in the same period.
Loyalty Innovation in Travel/Hospitality Award (North America):
Kimpton Hotel Group, for its InTouch Annual Surprise & Delight
initiative - Delivered through the Kimpton InTouch program, the annual Surprise &
Delight initiative was developed to treat Kimpton's most engaged
members with hand-selected gifts, from iPads to Mexican tequila tasting
tours. As a result, average membership spending increased 7.2 percent
in 2011, with 10 percent monthly program growth.
Loyalty Innovation in Travel/Hospitality Award (International):
Qantas Group, Australia, for its Platinum One launch - Platinum One, a status-recognition level within the Qantas Platinum
program, uses advanced systems to recognize and provide exclusive
benefits to its most frequent flyers. At launch, membership beat
forecasts by 35 percent. Growth levels beat expectations by an average
of 22 percent and retention levels were 30 percent higher.
Loyalty Innovation in Other Industries Award (North America):
SCENE, Canada, for its Mobile SCENE Card - To engage its socially active members, SCENE built its own section on
the high-traffic Cineplex Entertainment App, adding the ability for
members to retrieve their SCENE barcode and to enroll with instant
access. Within six months, 17 percent of monthly acquisitions were
mobile, and new membership rose 30 percent year-over-year.
Loyalty Innovation in Other Industries Award (International):
Samsung India Electronics Pvt. Ltd., India, for its Samsung Shikhar -
Channel Partner Loyalty Program - Samsung developed Samsung Shikhar as a partner loyalty program to
engage redistribution "stockists"- a smaller but promising channel. It
launched with festive events, and the year ended with 50 percent growth
in enrollment. The average number of units sold to redistributors grew
by as much as 50 percent.
How the Winners are Selected:
The COLLOQUY Loyalty Awards were determined via a three-step process.
First, members of the loyalty industry completed and submitted
individual entry forms for nominees. Next, a jury of 15 thought leaders
in the loyalty industry, media and academia selected the finalists from
those submissions that qualified. (Jury members were recused from
voting on entries that presented a conflict of interest.) In the final
step, loyalty industry professionals (COLLOQUY's more than 45,000
subscribers), voted online to determine the winners.
"The COLLOQUY Loyalty Awards recognize organizations that are pioneering
strategies and initiatives to elevate the total customer experience,"
said Kelly Hlavinka, COLLOQUY Managing Partner. "Today's winners
represent the future of loyalty - an evolution from a product- or
channel-focused entity to one that puts the customer at the center of
For more information, visit the COLLOQUY Loyalty Awards web site at http://www.colloquy.com/loyaltyawards.
COLLOQUY comprises a collection of publishing, education and research
resources devoted to the global loyalty-marketing industry. Owned by
LoyaltyOne, COLLOQUY has served the loyalty-marketing industry since
1990 with over 45,000 global subscribers to its magazine and www.colloquy.com the most comprehensive loyalty web site in the world. COLLOQUY's
research division develops research studies and white papers including
industry-specific reports, sizing studies and insights into the drivers
of consumer behavior. COLLOQUY also provides educational services
through workshops, webinars and speeches at events throughout the world
and is a loyalty-marketing partner of both the Direct Marketing
Association and the Canadian Marketing Association and a content
provider to the American Marketing Association. COLLOQUY also operates
the COLLOQUY Network, a global consortium of practitioners certified in
COLLOQUY's proprietary methodology. COLLOQUY magazine subscriptions
are available at no cost to qualified persons at www.colloquy.com or by calling 513.248.9184.
LoyaltyOne is a global leader in the design and implementation of
coalition loyalty programs, customer analytics and loyalty management
solutions for Fortune 1000 clients around the world. LoyaltyOne's
unparalleled track record in the loyalty marketplace stems from its
unique combination of pragmatic, hands-on experience and continuous
thought leadership. LoyaltyOne has over 20 years history leveraging
data-driven insights to develop and operate some of the world's most
effective loyalty programs and customer-centric solutions. These
include the AIR MILES Reward Program, North America's premier coalition
loyalty program and a working partnership with Latin America's leading
coalition program, dotz. LoyaltyOne is also the equity partner of
Direxions, a loyalty pioneer headquartered in India and the owner of
COLLOQUY, a group dedicated to research, publishing and education for
the global loyalty industry. LoyaltyOne is an Alliance Data company.
For more information, visit www.loyalty.com.
Visa is a global payments technology company that connects consumers,
businesses, financial institutions and governments in more than 200
countries and territories to fast, secure and reliable digital
currency. Underpinning digital currency is one of the world's most
advanced processing networks--VisaNet--that is capable of handling more
than 20,000 transaction messages a second, with fraud protection for
consumers and guaranteed payment for merchants. Visa is not a bank and
does not issue cards, extend credit or set rates and fees for
consumers. Visa's innovations, however, enable its financial
institution customers to offer consumers more choices: pay now with
debit, ahead of time with prepaid or later with credit products. For
more information, visit www.corporate.visa.com.
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