GSummit SF 2014 - Scrum Hero: The Gamification of Scrum by Todd Deery
GSummit SF 2014 - Taking Airline Loyalty Beyond Flight by Francisco Schnaas
22
Putting Gamification into Play in Coalition Loyalty Francisco Schnaas President – Club Premier June 12th, 2014
-
Upload
gabe-zichermann -
Category
Presentations & Public Speaking
-
view
1.148 -
download
0
Transcript of GSummit SF 2014 - Taking Airline Loyalty Beyond Flight by Francisco Schnaas
Putting Gamification intoPlay in Coalition Loyalty
Francisco SchnaasPresident – Club Premier
June 12th, 2014
1992 1996 1997 2000 2001
Frequent flyer program with earn and burn for
AM flights.
PartnersSales of KmP to
different partners
Sales of KmP and points conversion
Exchange of KmP and benefits between
partner airlines
“Best Frequent Flyer Program”
Freddie Awards
2002
Club Premier Familiar
Club Premier Corporativo
ALFA
1°“Club Premier de Aeroméxico
changes the history of Frequent Flyer
Programs”
2003 2004
Club Premier Empresarial
2005 2007
American Express
Corporate Aeroméxico
2010 2011 2012
GroupeAeroplan invests US$22 million in
Club Premier
Groupe Aeroplanchanges to AIMIA and
invests US$11.8 million in Club
Premier
?Credit card American Express
Aeroméxico
club
premier.co
m
Redemptionon line
Effie
Evolution of Club Premier
Launches new branding campaign
Redemption of
KmP in hotelsAcquires 49%of Club Premier investing US$88
million
1 200Loyalty
Professionals
Entrance of several
new Retail brands
Relanzamiento de
2012 2013
Evolution of Club Premier
Club Premier is a subsidiary company of Grupo Aeroméxico,Mexico’s flagship airline, and AIMIA, Worldwide leader in loyaltyprogram management.
Club Premier: Loyalty experts in Mexico
Club Premier: Loyalty experts in Mexico
6
•Wider reward variety
•Single card
•Simpler value proposition
•Everyday spend earning
•More relevant offers
•Richer bonus offers
•Member communities
Better Stronger Faster
•Best earning velocity
•Faster ROI
•More efficient communications
•Faster business decisions
•Leverage partners for richer offers
•Larger customer base
•Richer database
•Cross-partner data
•Better behavioural levers
•Multiple channels
•Stronger analytics
•Economies of scale
Why coalitions work
Our Members accrue KmP in most spend categories
7
Airlines
Banks
Retail and more
Hotels
Car rental & taxi
91 Earn Partners
Our commercial Partners represent a strong coalition in Mexico and globally
Best in class Reward Portfolio
9
Flight Awards
Hotels
Car rental Activities
Merchandise
Experiences
Auctions
Charity
Games
Behind Club Premier’s loyalty program there exists a sophisticated CRM and 1:1 marketing company
Member
Communications
CRM
1. New customer acquisition
2. Increasing spend
3. Retaining existing customers
4. Changing consumer habits
Club Premier
Gamification Case Study: Premier Rally
Premier Rally: a gamified promotion
ChallengeEducate CP Members in a fun and cost effective way about the variety of Premier Km earn opportunities within CP
SolutionWe designed a gamified promotion by which CP Members were challenged to perform certain earn transactions with CP Partners representing our various earn verticals (ie. travel, gas, retail, etc)
Why did we design the Premier Rally?
How it worked?
Design considerations1. Simple and attainable goals2. Targeted and relevant communications3. Fun for Members and financially sound for
CP Partners and CP4. Learning approach for CP
How it worked?• Members had to opt-in into the Premier
Rally• 8 weekly earn challenges• Members were rewarded depending on
challenges completed:
Design Highlights
Earn KmP with: Win:
3 Partners 20% bonus KmP
4 Partners 30% bonus KmP
5 Partners 40% bonus KmP
6 or more Partners Double your KmP
Premier Rally communications plan
• CP newsletters:• Enrollment• Challenges• Status
• Banners and landing page on clubpremier.com
• Member account promotion tracking widget
• POS advertising in certain Partners’ stores
Design Highlights
Earn Challenge Example #1
Earn Challenge Example #2
Earn Challenge Example #3
Member account promotion tracking widget
0 500 1000 1500 2000 2500 3000 3500 4000
1
2
3
4
5
6
7
8
9
10
11
12
15
17
Number of Members
Nu
mb
er
of
Par
tne
rsM
em
be
rsEa
rno
n
Sin reto
Con reto
Members’ Earn behavior was positively impacted
Premier Rally Results
2.2% of Active Members opted-in
61% of opt-ins, participated
17% got bonus KmP
10% duplicated their KmP
28% increase in earn transactions
3% overall earn volume growth YoY
Member #2Member #1
Premier Rally Educated Members About New Earn Options
Before Rally During Rally
Aeromexico Aeromexico
Banamex Banamex
MembershipRewards
MembershipRewards
Scotia Rewards Lots.com.mx
Palacio de Hierro Office Max
Gandhi
80% new
Before Rally During Rally
Aeromexico Aeromexico
American Express American Express
MembershipRewards
MembershipRewards
LAN Restaurants
HSBC City Suites Hotels
Lots.com.mx
Hertz
Gandhi
La Europea
120% new
