Case Studies

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.

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. 

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. 

Uber, a global ride sharing company, wanted to motivate and incentivise drivers in Saudi Arabia, to differentiate their offering and increase drivers’ satisfaction.

We provided consultancy services for the set up and ongoing management of a driver reward programme. This included programme development, hosting, reward fulfilment, member service support, communications, and ongoing operational support for the new points-based, tiered programme. 

The programme was run via a mobile app, available for iOS and Android in English and Arabic. It consisted of four tiers – Bronze, Silver, Gold and Platinum. 

Drivers who used the Uber app earned points based on the number of completed rides. Points could then be redeemed for online gift vouchers across a range of retail and telecom companies. Additionally, all members had access to offers on car related services, travel, healthcare and more. 

What we did

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.  

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. 

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.   

What we did

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. 

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. 

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.

What we did

The food and beverage offering in airport lounges is a core benefit of our Travel Experience programmes. However, when social distancing became the norm, buffet-style dining became impractical. 

In September 2020, Collinson launched a pilot digital ordering solution, Ready 2 Order, so that members could still enjoy a meal before catching a flight. The pilot is now live across several key regions (in Mexico, USA, India and the UK) with three more locations going live in March (one in the UK and two in Saudi Arabia). 

How it works

•  Member enters lounge, scans QR code with their mobile device and the relevant menu is surfaced

• The member can choose the meal they’d like and place the order

• Lounge staff are alerted with new orders and the meal is prepared and delivered to the member at their table
  
  

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.  

What we did

What we did

In 2007, NCB, a leading financial institution in the region, wanted Collinson to create a travel proposition card, Amyali, that would grow and reward their frequent traveller segment, support their branch partner network and drive cross-border spend. Over the years, the programme scope evolved and extended beyond NCB’s initial needs. Additionally, their portfolio of cards and related reward propositions grew in size and complexity, becoming difficult to manage.

In 2015, NCB started consolidating all the cards into one product, the Al Ahli Credit Card, with one reward platform called Lak Rewards.

The Amyali platform, that we created, was selected for the new Lak Rewards programme as it already contained travel rewards, eGift vouchers and points transfers, and could easily manage the evolving programme scope. We ensured that the programme delivers choice and personalisation by targeting different segments with relevant rewards and offers, using our platforms of Realtime-XLS^TM, SmartRedeem Travel^TM and real-time APIs with partners.

The programme was a pioneer of its time and continues to lead the market. Today Lak Rewards welcomes over 20,000 visitors per day compared to 12,000 in 2016.