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Loyalty Newswire – January 30, 2023

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By: Wise Marketer Staff |

Posted on January 30, 2023

In this week's Newswire you can enjoy a curated list of the latest customer loyalty, technology, payments, and other relevant marketing news. We include a spectrum of topics, all with the intention of keeping you informed and enabling you to star in your next big meeting.

The Loyalty Newswire makes it simple for busy professionals (e.g. YOU) to quickly digest important industry news and trending topics. Keep reading!

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  • Relaunch of VIPorter from Porter Airlines
  • GATHR OUTDOORS Releases New Multi-brand Loyalty Program
  • Hotel Loyalty Program Economics Under Threat
  • New Rewards Program to Inspire Senior Wellness from Cura Hospitality
  • Tesco Introduces Clubcard Unpacked
  • Relaunch of Zomato Gold Loyalty Program
  • Cannabis Retailer Launches New Loyalty Program
  • Ovira Founder Shares Insights on GenZ Engagement Tactics

Porter Airlines Relaunches VIPorter

Canadian airline Porter relaunched its VIPorter loyalty program with added benefits. The program's new structure expands membership levels, adds benefits, and makes it easier for frequent economy travelers to earn perks faster. VIPorter members earn a minimum of five VIPorter points for every dollar they spend with Porter, including on airfares, checked bags, flight changes and seat selection. Points can be redeemed for flights across the growing Porter network using either points-only or a combination of points and cash.

GATHR OUTDOORS Unveils New Multi-brand Loyalty Program

Gathr operates a family of outdoor, camp, and recreation brands including Cascadia Vehicle Tents, GCI Outdoor, KLYMIT, Orca Coolers, Pride Sports, Rightline Gear and WaterPort. The company announced Gathr Rewards, a cross-brand, multi-tier loyalty program designed to reward customers with points redeemable for dollars towards future purchases. The official press release said the program will initially encompass ORCA, GCI Outdoor, Klymit and Cascadia Vehicle Tents with plans to support remaining Gathr brands in the future. Customers will earn 5% back in points on all qualifying purchases with 1% back in points on rooftop tents from Cascadia Vehicle Tents (CVT) and clearance items. Savings can be applied to future purchases at checkout once a customer has reached 500 points which is equivalent to $5 off. Members will also receive early access to exclusive shopping events including product launches and more.

Hotel Loyalty Program Economics Under Threat

A core element of the global hotel model is under threat in one geography of the US. The franchise model practiced by the largest Marriott, Hilton, IHG and others has built-in friction as the big brands their franchisees have different profit motives in their relationship. Now, the way loyalty points are being traded between the parties is being challenged. Legislators in New Jersey have introduced bill A1958 before the Assembly Commerce and Economic Development Committee, and state Senate S3165. The bill is known as the Fair Franchising Act and includes a ban on selling loyalty points at a profit by the brand to the franchisee. This is a topic that we will follow closely in the coming months.

Cura Hospitality Creates Rewards Program to Inspire Senior Wellness

Elior North America operates a family of distinct hospitality companies with more than 50 years of industry experience and 15,000 team members. Among its brands, is Cura Hospitality, a dining service provider to adult living communities. Cura has expanded its BeWell Nutrition for the Active Adult, a loyalty program that rewards activity and encourages healthy food choices. Through the rewards program, residents of Cura-managed communities receive a card that is stamped or punched by members of the operation’s fitness and wellness staff each time they take part in a scheduled physical activity or exercise session.

Tesco Introduces Clubcard Unpacked

Tesco is the bellweather grocery loyalty program in the UK and is reported to have about 20 million Clubcard holders in total. The company announced a new feature, Clubcard Unpacked, where shoppers will be able to see their three most shopped items, favourite meal deal combo, favourite aisle and most-visited store. Due to the conditions to participate, it is estimated that the new feature will be available to about eight million members. Members can see their Clubcard Unpacked in the Tesco Grocery and Clubcard app, or through their online account. Tesco offers personalized coupons to its loyal customers.

Zomato Relaunches Gold Loyalty Program

Zomato is India’s largest food delivery, dining and restaurant discovery service. The company has reintroduced its 'Gold' loyalty program with a focus on food delivery at an introductory price of Rs 149 (USD$ 1.85) for three months. Customers who were subscribed to the company's previous loyalty programme called Pro Plus, suspended in 2021, will be given a complimentary subscription to Gold for the first three months. The new programme will be Zomato’s fourth iteration of its loyalty programme in the last few years. According to CEO Deepinder Goyal, the company’s loyalty programme had a total of 1.8 million users in August 2022, 400,000 more than the pre-pandemic number of 1.4 million in October 2019.

Cannabis Retailer Launches New Loyalty Program

StateHouse Holdings Inc. announced the launch of a new customer loyalty program "TOPS". Customers enrolled in TOPS will receive 1 point per $1 dollar spent as well as 1.5 points per $1 dollar spent on in-house brands, including Kingpen/Kingroll, Fuzzies/Sublime, Urbn Leaf, Loudpack, Smokiez, Harborside Farms, Dime Bag, and Key. StateHouse Holdings Inc is a US based vertically integrated Cannabis retailer. The company is engaged in the manufacture, sale and distribution of cannabis in the recreational and medicinal cannabis marketplace in California and Oregon. Ed Schmults, CEO of StateHouse, said "We have a significant opportunity to engage with our valued customer base, which following the integration of our Harborside and Urbn Leaf dispensaries represents in excess of 800,000 unique customers.”

Ovira Founder Shares Insights on GenZ Engagement Tactics

Alice Williams, the founder of Australian period pain care provider, Ovira, has built much of its success through social media and has earned the title of the most followed brand on TikTok, with more than 6 million followers. Williams founded the three-year old startup after personally experiencing horrendous period pain and is helping a generation of women solve their personal health challenges in this area. She has a finger on the pulse of Gen Z marketing and this article shares eight insights into how to connect with this dynamic consumer group. Her perspective on building a scintillating brand is thought-provoking saying “a brand is not a color palette, it’s an emotion someone feels when they look and engage with your company. Realizing that gives you total freedom. You can try something completely crazy. If people love it, they’ll love your brand. They’re the brands winning at the moment.”

Quote of the week

Marketers are navigating the murky waters of social media marketing and seeking to connect with GenZ. Alice Williams, the founder of three year old startup Ovira, shared her approach to content marketing on TikTok and other channels, “There is so much noise, no one cares if your Instagram looks beautiful and everything is on brand. That’s because Gen Z don’t care about brands. They don’t want to click on ads, they want to talk to you at eye level. They love when brands lift the hood and they get to see behind the scenes. They feel like they’re building a relationship with you one-on-one.”

CEO Insight of the week

When asked, Sealand CEO Adrian Hewlett told The Wise Marketer the most people should know about his brand is that “we are a completely honest company that is trying to make the planet a better place. We can’t lie ever, if you can’t put it up on a billboard, then you can’t do it. I think that’s the psychology around the business. It makes life a lot easier. Just keep completely honest about everything you do.” This is the type of CEO we would like to work for. Agree?

Miss the previous newswire? Stay informed: Loyalty Newswire – January 23, 2023

The Loyalty Newswire is compiled and edited by the hard-working, customer-centric, data-driven staff at The Wise Marketer.