Appreciation Stations make rewards obvious

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By: Wise Marketer Staff |

Posted on March 1, 2006

Two-thirds of American consumers think that not getting the thanks they deserve is one of the worst things that can happen in an average day, according to Citibank, which has tested out a new 'appreciation station' that explains the rewards customers can earn for their everyday banking activities.

Citibank's ThankYou Network is an ongoing rewards programme for banking activities that customers carry out every day, from having a cheque account, paying bills online, using direct deposit facilities, and using a Citibank debit or credit card. The ThankYou Network awards customers ThankYou points, which can then be redeemed for rewards starting at 1,000 points.

Education station?
The bank decided to run a three-day interactive event in mid-February that explained the various rewards and benefits offered by the ThankYou Network. A Citibank Appreciation Station was set up in Vanderbilt Hall at New York City's Grand Central Terminal, where visitors were invited to experience experiential rewards, such as:

  • Trying out a mechanical surfing simulator while learning about travel-related rewards;
  • Trying out a simulated golf course while examining the golf club set that's available as a reward from ThankYou Network;
  • Shooting hoops in a basketball game while learning about home and backyard rewards;
  • Posing for photographs as a Sumo wrestler or a Viking opera singer, and trying out the latest electronic gadgets and video games, also available from the ThankYou Network.

According to Maura Markus, president for Citibank North America Retail, "Citibank Checking with ThankYou Network is one way of ensuring that our banking customers are not only thanked for their business but rewarded for their continued banking activity. With the Appreciation Station, we wanted people to have fun and experience first-hand the tangible rewards that they can earn.

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