Case Studies

Airport & Travel Enhancement

Financial Services

Bespoke global airport experiences programme

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Airport & Travel Enhancement | Financial Services

Mastercard

What we did

In 2016 Mastercard approached us to help them launch a bespoke travel programme for their World Elite cardholders, transforming the airport experience from “lost time” to “me time”. We’ve been working with Mastercard for 17 years and our history together allowed us to uniquely understand how best to design an airport lounge programme for them.

The Mastercard Airport Experiences programme was fully cobranded and included a tailored lounge set and exclusive Mastercard owned lounges that weren’t available via LoungeKey or Priority Pass. Cardholders gain access via eligible World Elite cards or digital, in app cards. Mastercard also had the ability to add additional airport benefits if desired.

A consumer value proposition in airport travel that stands out

Higher cardholder lounge visit frequency and offer redemption, when actively marketed by Mastercard issuers

The programme is live in multiple regions across the globe

Loyalty & Customer Engagement

Travel & Leisure

The first international frequent flyer programme in the Middle East

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Loyalty & Customer Engagement | Travel & Leisure

Saudia

What we did

In 1995, Saudia approached Collinson (then ICLP) about a global loyalty proposition for its customers. Following global trends in airline loyalty, Saudia wanted to establish the first international frequent flyer programme in the region. This coincided with the airline expanding its operations from the middle east to global routes.

Today we continue to manage the Alfursan programme for Saudia end to end. This includes engagement, reporting, strategic direction, development, planning, design, delivery and analysis of all Alfursan communications in both English and Arabic.

We also manage Alfursan’s partnerships, which have extended beyond the travel segment to include financial partners and retailers. Partnerships are key to this programme and we have built a network of over 40 partners in the travel, financial and retail sectors, which we continually review.

The programme has seen an increase in revenue driven from commercial partners year to year, an increase in number of members and is the region’s longest standing FFP.

20% YoY increase in partnership numbers

6.5m members and a 12% YoY increase in programme members

Average communications response rates are above average at 27% with CTR at 10%

Airport & Travel Enhancement

Financial Services

Helping launch a highly-valued premium travel card in the US

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Airport & Travel Enhancement | Financial Services

Chase

What we did

Chase® needed a partner to provide VIP airport lounge access to their high net worth credit card customers, including the Chase Sapphire Reserve® portfolio.

They were entering a market dominated by a competitor’s card product and needed to be able to compete effectively with that card’s lounge access package.

Our Priority Pass lounge and experiences programme, with a worldwide network of over 1,300 lounges, provided Chase with the coverage to enter the market with the largest and most credible airport lounge programme included in their benefit package.

The Chase Sapphire Reserve card was launched with tremendous success and has become a highly-valued premium travel card in the US market.

A customised digital membership card solution that was not previously available to Chase cardholders

The launch of a premium travel card into the US market with the confidence of a premium benefit

We worked with our lounge partners to ensure the appropriate coverage would be available

Valuedynamx

Travel & Leisure

Over £200m spent by members online

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Valuedynamx | Travel & Leisure

IAG Loyalty

What we did

IAG Loyalty needed a partner to provide a technology platform and retailer network that would allow users to collect Avios when shopping online through Avios eStores. They also needed to go to market with a rebranded proposition across multiple airlines, within very restricted timelines, plus provide the scalability to achieve exponential growth of the member engagement YoY.

With our off-the-shelf SmartEarn APIs solution, access to over 5,000 retailers worldwide, plus affiliate know-how and digital marketing fundamentals, we helped them build successful eStores for British Airways Executive Club, Iberia Plus, Vueling Club and AerClub. These give users access to over 2,000 retailers across four key markets, allowing them to earn Avios while doing their everyday shopping online.

40% YoY growth on commission generated via our merchant network

Over 120K Avios collected every hour

Over £200m spend by members in their online shopping

Valuedynamx

Financial Services

Driving ancillary revenue during the COVID-19 crisis

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Valuedynamx | Financial Services

Synchrony

What we did

Synchrony was working on an email campaign to provide their cardholders with offers relevant to staying at home during the COVID-19 crisis. We were enlisted to help and one of our first tasks was to make sure that the Synchrony offers wouldn’t compete against those being presented by their co-brand partners.

Our ability to source offers through our affiliate partner network meant we were able to bring in some well-known retailers in the food delivery, meal prep, and media streaming services.

Through working with us, Synchrony was able to provide relevant offers to their cardholders during a time when retail spend had plummeted, helping to keep their cardholders engaged.

Online claims process allowing customers to progress their claims 24/7

Cardholders received offers relevant to the stay at home situation in the U.S

Compelling percentage conversion rate from click to purchase

Significant volume of transactions over a two-week period, resulting in driving co-brand engagement for the institution

Insurance & Protection

Travel & Leisure

Extended programme value with 1,700 curated rewards in 7 countries

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Insurance & Protection | Travel & Leisure

Eurostar

What we did

Eurostar approached us to help combine their existing programmes into a single proposition on one new platform to work with their evolving technology.

After the successful launch of their rewards programme, Club Eurostar, they needed a strategic partner to enhance their member experience strategy, plus a new solution to provide a seamless member experience and broaden the appeal of their programme through redemption.

We built their loyalty platform using our SmartEngage^TM product and integrated it with our SmartRedeem Store^TM, making sure it could interact with Eurostar’s evolving interfaces. We also migrated 500k cleansed records to the new database.

The platform enables Eurostar to run points earning and burning campaigns to support their wider commercial strategy. It extends the programme’s value while removing manual processes and reduces the cost of fulfilling rewards.

Extended programme value with 1,700 curated rewards in 7 countries and 3 languages

Seamless member experience with our flexible loyalty solution

Strategic partner to optimise member experience through journey mapping

Loyalty & Customer Engagement

Retail

Member base doubled in the first 9 months after launch

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Loyalty & Customer Engagement | Retail

Sephora

What we did

As a global leader in luxury beauty retail, Sephora needed a partner to help redevelop, launch and manage their new and improved loyalty programme across the GCC.

With over 10 million loyalty members, Sephora wanted to transform their loyalty programme to deliver a personalised customer experience at every touch point, as well as offer personalised rewards that aligned with what their brand stands for: prestige, quality and luxury.

We developed an effective three-tier loyalty program for Sephora Middle East. The exclusive upper tiers helped drive further engagement and encourage more spend over time and membership subscriptions. Up until 2018, we supported them in ongoing day-to-day programme management, communication strategy and execution.

Today Collinson and Sephora have a newly repositioned partnership, managing and developing the creative design of the loyalty communications for Sephora.

CTR are at an average of 27% for customer communications

Gold-tier members are growing at an average of 13% per month

Member base doubled in the first 9 months after launch, continuing growth average 8%

Loyalty & Customer Engagement

Agencies & Business Support

Offering patients more than just a transactional benefit

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Loyalty & Customer Engagement | Agencies & Business Support

Bayer

What we did

Bayer needed a partner to help them add an emotional appeal to their transactional programme for customers. Competitors were offering B2C programmes that provided additional services, but Bayer’s programme was purely transactional.

We provided Bayer with a strategic action plan for improving their programme and mapped all competitors’ programmes to see their strengths and weaknesses. Then, we supported Bayer to create a personalised communication lifecycle rule according to a patient’s treatment and their communication stage.

Bayer now has a more robust programme with greater emotional appeal. Offering more than just a transactional benefit, it provides health services and products, discounts from partners, communications alerts and content to help patients learn more about their treatments.

4.6m personalised emails and 1.3m SMS sent

Increase of patients opting in for Bayer’s programme communications YoY

Insurance & Protection

Airlines

Bespoke insurance platform in 13 languages

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Insurance & Protection | Airlines

easyjet

What we did

We partnered with easyJet to give passengers relevant and dynamic insurance options, while Zurich provided underwriting. easyJet passengers are presented with products and tailored pricing if their booking matches certain profiles, such as sports or business travel. Depending on the persona purchasing the flights, bespoke add-ons are also offered; for example, enhanced gadget cover may be suggested to families.

As well as allowing customers to buy their insurance alongside their flights, we also created bespoke, standalone sites that customers can use to buy their travel insurance, plus provided support for sales, customer servicing, claims and assistance in 13 European markets.

Bespoke websites provided by Collinson in 13 European languages

In-flight path and standalone sites

Personalised extra options and add-ons

Loyalty & Customer Engagement

Travel & Leisure

Loyalty programme management since 2002

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Loyalty & Customer Engagement | Travel & Leisure

Radisson

What we did

We’ve been working with Radisson since 2002, when they were looking for help to develop a loyalty programme in the EMEA regions. We delivered a business case, full programme design and RFP submission for the EMEA programme (at the time called Gold Points Plus) and launched in 2003.

Since then, the programme has undergone a couple of revamps and relaunches, in 2011 as Club Carlson and in 2018 as Radisson Rewards. We’ve helped in various ways in supporting the programme and Radisson.

Developing and maintaining a database to hold member and non-member data

Execution and delivery of comms, with emphasis on the email channel 

Planning, design and delivery of various campaigns and projects to support loyalty initiatives globally

Insurance & Protection

Financial Services

Revolutionary 24/7 online claim process

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Insurance & Protection | Financial Services

Saga

What we did

Saga were looking for a new long-term partner and wanted to work with someone who was extremely customer-centric and could offer commercially attractive terms.

By demonstrating how customers are at the heart of what we do and proving our competitiveness, we secured Saga and are now entering our fourth year as their strategic partner. We also introduced new product features that give greater flexibility and choice, while we continue to work closely with Saga’s Network and Operational teams to ensure a first-class customer journey.

COVID-19 cover for medical and micro cancellation benefits

Online claims process allowing customers to process their claims 24/7 

Tailored product features to choose levels of cancellation cover and excess 

Loyalty & Customer Engagement

Travel & Leisure

A year on year growth of over 50%

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Loyalty & Customer Engagement | Travel & Leisure

Jumeirah

What we did

Jumeirah, founded in Dubai and one of the most luxurious and innovative hotels chains in the world, needed a partner to re-develop their loyalty programme, which had become less profitable as their property portfolio grew.

Our relationship with Jumeirah started in 1998 and had evolved over the years to match their changing objectives and needs. During our relationship, we had provided them with all the offerings within our loyalty agency services - so we were well placed to help them.

We conducted several programme reviews during our relationship, from programme strategy, data and analytics to general annual programme reviews. One of the key outputs from these was a new marketing calendar and communications strategy that allowed Jumeirah to drive engagement and increase member satisfaction.

We also looked at earn and burn rates with residences vs. non-residence, and the types of behaviours of different guests to give Jumeirah invaluable insights. The result was a strategic approach to loyalty that conclusively increased Jumeirah’s members satisfaction and engagement.

A higher than average number of active members

A year on year growth of over 50% was achieved

Monthly communications were sent to a total audience of over 200,000 members

Valuedynamx

Travel & Leisure

20% YoY increase in online spend per member

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Valuedynamx | Travel & Leisure

Singapore Airlines - KrisFlyer

What we did

Based in Singapore, but with a global reach, KrisFlyer was finding international member engagement a challenge. They wanted to increase engagement with their international base and allow these members to earn miles when they shop with local and global brands. They also wanted to be able to give their Singapore-based members access to brands and products available internationally, as well as provide more opportunities for their members to earn KrisFlyer miles when not travelling.

KrisFlyer implemented SmartEarn, under the brand name of KrisFlyer Spree, giving members access to over 2,000 international merchants via one online shopping portal. This meant members could earn KrisFlyer miles through online shopping for everyday items. With these changes, KrisFlyer was able to establish a market-leading platform with an inventory made up of almost 70% international brands.

10% YoY growth in consumer engagement with KrisFlyer’s international member base

20% YoY increase in mileage earned per member, enabling KrisFlyer to better reward their most loyal customers

20% YoY increase in online spend per member, indicating enhanced relevance to consumers

Loyalty & Customer Engagement

Financial Services

Reaching over 380,000 interactions in one year

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Loyalty & Customer Engagement | Financial Services

FWD

What we did

We previously worked with FWD on a project to drive engagement and brand awareness in Hong Kong, and build emotive bonds with existing and potential customers. Historically, insurance companies connected infrequently with their customers and lacked emotional engagement. As a new player in the market keen to break through the clutter, FWD required a partner that would help them better engage Hong Kong consumers, capture the loyalty of their members, and drive deeper engagement to create a meaningful customer experience.

Built on our SmartEngage solution, FWD launched FWD MAX. Through this platform, members received inspirational articles, videos and user-generated content. In turn, members earned MAX points through liking, rating or uploading content, and could redeem the points for diverse experiences and lifestyle rewards. FWD MAX helped FWD stand out, generating greater brand awareness and affinity, while gathering valuable consumer insights and changing the way people view insurance companies.

Averaging in 22 engagements per member

Greater client insights gained through capturing customers behavioural data

More than 380,000 member interactions with the programme within one year

Valuedynamx

Travel & Leisure

93% increase in orders

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Valuedynamx | Travel & Leisure

JetBlue

What we did

JetBlue came to us in 2014 as part of a migration of clients who were using an online earn solution provided by Points.com. The motivation to convert these clients to our SmartEarn^TM solution came from a desire to offer a more streamlined user experience, in turn increasing conversion and commission revenue for JetBlue.

In recent years, JetBlue has worked to improve their customer experiences by making all interactions seamless and simple to understand. We worked with them to redesign and improve the UX and UI of the earn website, creating an easier, simplified path to earn both in-store and online.

The result was a clean look and feel that was easy for members to navigate. We also rolled out a flat value proposition across all merchants. Finally, we launched SmartLink to provide card-linked offers for their members to earn in a frictionless way online and in-store.

Following these changes, JetBlue opened up additional communication opportunities to increase awareness and engagement across the TrueBlue member base.

330% increase in site visit

80% increase in users

93% increase in orders

Loyalty & Customer Engagement

Retail

Award-winning loyalty engagement programme

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Loyalty & Customer Engagement | Retail

Hackett

What we did

Hackett wanted a loyalty programme that reflected their brand values, involved the in-store sales associates, and would let them stand out in the busy world of retail loyalty programmes.

As a luxury brand, purchase frequency is low. They also had very little insight into their customer base, with the majority of their sales taking place in-store and no way of collecting data beyond product and transaction level.

To counter this, we built an unpublished, invite-only, surprise-and-delight programme. Through the use of connected smart phones, store staff were able to offer customers the same level of personalised recognition and reward as a tailor’s black book. We also involved their partners such as Aston Martin and British Polo.

Through this, Hackett was able to build up customer knowledge allowing for a huge amount of data and insight around the membership, resulting in an award-winning programme that has encouraged engagement between store staff and customers.

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