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Loyalty Newswire – April 11th, 2022

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By: Wise Marketer Staff |

Posted on April 11, 2022

Welcome back to the Wise Marketer! That is, if you've been here before! Each week, our team of editors curate a list of the latest customer loyalty, technology, and other relevant marketing news. Our goal is to make it simple for busy professionals to quickly digest important industry news and trending topics. Show your support by joining our mailing list to gain access to exclusive content, events, promotions, and more. Or simply enjoy today's newswire!

  • TravelCenters of America celebrates 50th anniversary with new promotion for loyalty members
  • Research from Blackhawk Networks shows how incentives could encourage more Americans to get vaccinated
  • Marriott Bonvoy program finds success in the Asia Pacific region
  • After a two-year hiatus, the Irish loyalty Awards and Summit returns to in-person format
  • Bojangles taps Sparkfly to overhaul their customer engagement experience
  • Baskin-Robbins rebrands with new logo, limited-edition merch, and new ice cream flavors
  • Local gift cards support recovery of Britain's retail and hospitality industry, according to Miconex


TravelCenters of America Marks 50 Years With Loyalty Points Giveaway

Highlight: As part of the company's 50th anniversary celebration, TA launched a promotion for its UltraONE loyalty members. The first 50 drivers to complete 50 fuel transactions will win 5,000 UltraONE points, which carry a $50 value... "As we enter our 50th anniversary year, our commitment to transform TA for our guests and shareholders is stronger than ever," CEO Jon Pertchik in January. "We are in the early stages of the transformation and have exciting plans for 2022. We are working hard to ensure we are here to serve all highway travelers for the next 50 years."

Research: COVID Boosters, Vaccines Still Have a Shot

Highlight: Many of our clients and partners ranging from businesses to government agencies have reached out to us once again this year to learn more about whether incentives can drive boosters now that they are available. Our newest research of more than 3,000 Americans found that among respondents who have not yet received the COVID booster and are open to it or on the fence, 66% could be interested in receiving a monetary incentive from their employer to get it. And among those for whom money would be an acceptable incentive, 60% would accept $100 or less—an even higher rate than those who would accept $100 or less for the first vaccine(s).

Marriott Says Loyalty Program Driving New Wave of Growth in Asia

Highlight: Mariott Bonvoy — the hotel chain’s loyalty program — is listed as one of the main ingredients in the group’s recipe for success in Asia Pacific. “Marriott Bonvoy really is at the heart of our consumer strategy and we are doing everything we can to grow the program,” said Bart Buiring, chief sales and marketing officer for Asia Pacific at Marriott International. With more than 55 million Marriott Bonvoy members in the Asia Pacific, Marriott is hoping that inspires new commitments to itravel. As part of this growth strategy, Marriott last year launched Korea’s first-ever co-branded hotel credit cards and two new co-branded cards were launched this year in Japan. The food and beverage offering — Marriott Bonvoy on Wheels ­ — currently available at over 75 hotels in India in over 20 cities, has been recently launched in Indonesia and Thailand.


The Global Loyalty Summit and Irish Loyalty Awards

Highlight: After a two-year absence caused by the pandemic, the Irish loyalty Awards and Summit are back in-person! The annual event, sponsored by Visa, features a 1-day loyalty conference followed by the black-tie gala awards ceremony in the evening celebrating Ireland’s best loyalty programs. This year's Summit program takes on a global perspective with key presentations from Microsoft Rewards, Etihad Air, Bond Loyalty, Sky Ireland, The Loyalty Academy, and others. The Wise Marketer is once again a media sponsor for the event! The Global Loyalty Summit and Irish Loyalty Awards will take place on April 28, 2022 at the Kilkea Castle, County Kildaire, Ireland featuring a keynote address on What It Takes to be Great In Loyalty Marketing by Mike Capizzi, Dean of the Loyalty Academy. Join us! All subscribers to The Wise Marketer can receive a discount of €20 off the standard registration fee. Just use the coupon code E55XSPC5HM at checkout. Register today!


Sparkfly and Bojangles Partner to Transform Brand’s Personalized Mobile App and Digital Dining Experience

Highlight: Sparkfly will help Bojangles integrate the brand’s point-of-sale (POS) systems with its offer management platform to connect the entire customer engagement experience. The Charlotte-based quick service restaurant (QSR) brand and its franchisees operate more than 770 restaurants system-wide in 14 states. Upon completion of the integration, Bojangles’ online and in-store POS transactions will be fully integrated and normalized, offering mobile app users a modernized digital customer experience that operates in any location, on any mobile device, or from any computer. The addition of a digital wallet to its mobile app, Bojangles, will streamline the flow of transactional data, enabling the brand to deliver real-time personalized offers in collaboration with their marketing and service cloud platforms, and acquire new customers. Bojangles’ new mobile app campaign is expected to officially launch to consumers in May 2022.

Baskin-Robbins Aims to Inspire Everyone to “Seize the Yay” Through Rebrand and New Campaign

Highlight: “For more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most. Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favorite flavor,” said Jerid Grandinetti, Vice President of Marketing and Culinary at Baskin-Robbins. “Small moments that spark joy often get taken for granted. We're encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins.” To celebrate the rebrand, while paying tribute to its robust heritage, Baskin-Robbins is launching a collection of limited-edition merch – the very first line of branded merchandise for the 77-years young ice cream brand.


Local gift cards power retail and hospitality recovery on Britain’s high streets

Highlight: Payments provider Miconex says that independent retail and hospitality businesses were the most popular places for consumers to spend their local gift cards in 2021. “Looking at the data for the 2021 top 10 Town & City Gift Card programmes, we can see that overall, 72% of redemptions were for retailers with 19% for food and drink based businesses,” said Colin Munro, managing director of Miconex. “Local gift cards have the power to support retail and hospitality recovery, and many other sectors too. “Independent businesses made up 83% of registered merchants in 2021 across the top 10 programmes. Two years on from the start of the pandemic and small, independent businesses need our support more than ever. ONS data shows that there were 6.5% fewer private sector businesses in January 2021, the largest fall in 20 years.”

Did you miss the previous newswire? Stay informed: Loyalty Newswire – April 4th, 2022

The Loyalty Newswire is compiled and edited by the staff at The Wise Marketer.