Tesco, Starbucks, Bloomingdale’s and MoPals received the first COLLOQUY Recognizes awards, a new program that honors the companies, programs and initiatives that exemplify the most innovative advancements and forward-thinking strategies in loyalty marketing.
The winners were announced in the March 2014 COLLOQUY issue.
The new bimonthly COLLOQUY Recognizes awards replace the annual COLLOQUY Loyalty Awards. Each issue of COLLOQUY magazine will highlight loyalty programs and initiatives that best exemplify the most forward-looking strategies in loyalty today. Winners receive a commemorative award, recognition on the COLLOQUY.com Website and at the annual COLLOQUY Loyalty Summit.
“For 25 years COLLOQUY has been the voice of the loyalty-marketing industry providing publishing, education and research that has informed and inspired marketers around the globe,” noted COLLOQUY Research Director Jeff Berry. “It’s from this unique vantage point that we’re thrilled to recognize these four companies for their outstanding contributions and innovations.”
COLLOQUY Recognizes Tesco for Innovative Use of Personalization
Tesco, a UK-based multinational grocery and general merchandise retailer, learned from members of its Clubcard loyalty program that the product coupons they were receiving were not always relevant or timely. So Tesco set out to rejuvenate its coupon program using a new targeting algorithm based on previous purchases. As a result, the Clubcard Bonus Coupon Mailer is on track in 2014 to increase same-store sales by 0.4% as well as significantly increase in-store spending per member.
COLLOQUY Recognizes Starbucks for Innovative Mobile App
The Starbucks Mobile App connects customers directly to My Starbucks Rewards, making transactions—and engagement—much easier. Starbucks invested significantly in proprietary digital, social, mobile payment and card technologies to keep that competitive edge. That investment includes a test run of a mobile-phone service for customers to order items ahead of time, and updating its Mobile App to include barista tipping and a new shake-to-pay function. Nearly 10 million Starbucks customers use the mobile app to make close to five million mobile payments a week.
COLLOQUY Recognizes MoPals as Loyalty Program to Watch
MoPals.com Inc., a community-driven, crowdsourced loyalty program rewards its members for their social media influence and brand ambassadorship. Bridging the gap between traditional reward incentives and the social media landscape, the program’s target market, Generation Y, demands a modern approach to loyalty, resulting in a unique program that recognizes and appreciates customer loyalty by investing in its members. MoPals’ partner businesses reward members with MoCoins, the company’s digital rewards currency before, during and after the purchase process which helps to grow the MoPals community.
COLLOQUY Recognizes Bloomingdale’s for Multi-Tender Retail Program
Like many merchants, the luxury chain Bloomingdale’s recognized that a small percentage of its customers generated a large percentage of its sales. So when the merchant decided to revamp its loyalty program in 2012, it wanted to include elements that appealed to all guests, while providing extra perks to those highest-spending customers. The result is Loyallist, a tender-neutral program that is available to anyone who shops at Bloomingdale’s.
Companies can nominate themselves for a COLLOQUY Recognizes award by visiting www.colloquy.com/recognizes and completing a short questionnaire. Winners are chosen bi-monthly by the COLLOQUY Editorial Team and receive recognition in COLLOQUY magazine and at the annual The COLLOQUY Loyalty Summit being held Sept. 29–Oct. 1, 2014 in Scottsdale, Ariz.