Here's what we're following this week in loyalty news: Lincoln's new loyalty program encourages members to "spend more to get more", Marriott's Bonvoy program puts luxury experiences up for bid, multiple retailers are turning to subscription-based loyalty programs, mobile banking continues to thrive, and Old Navy disregards the "retail apocalypse" as it plans to open 800 new stores.
Loyalty Program Announcements
Lincoln to Owners: Get Busy Spending
Quotable: “Announced late last week, Lincoln Access Rewards is a customer loyalty program that encourages owners to spend more to get more. More points, that is — redeemable for a number of things, some of them frivolous, but in keeping with the Lincoln lifestyle.”
Uber offers UK drivers free college tuition with new loyalty program
Quotable: “Drivers will be able to unlock rewards based on the tier they’re categorized into, with the four tiers being blue, gold, platinum and diamond. Categories will reflect drivers’ status based on their loyalty to Uber, with higher statuses earned through actions such as completing more trips.”
Audi’s Silvercar Launches New Car Rental Loyalty Program
Quotable: “Silvercar, the premium car rental service that only rents Audis, is formally launching a loyalty program. Until now, the car rental service, founded in 2012 and operated out of around two dozen airports, hasn’t used any sort of loyalty program to retain customers. Called Premium Rewards, the new loyalty program uses a revenue-based model to simply give passengers one point per dollar spent on the rental of a vehicle (exclusive of fees and taxes).”
It's a battleground: Why retailers are turning to subscription programs to build loyalty
Quotable: “These subscription programs are certainly not a new concept for retailers and brands – they are essentially loyalty programs, but with a fee attached in exchange for certain benefits. Eric Matusiak, a partner and national retail leader at BDO, said in an interview with Yahoo Finance Canada that with consumers having more choices than ever before thank to the rise of e-commerce, it has become increasingly vital for retailers and brands to secure loyalty and keep customers coming back.”
Marriott Bonvoy Puts Luxury Experiences up for Bid
Quotable: “Marriott Bonvoy, the loyalty program of Marriott Hotels & Resorts, has put two culinary luxury experiences up for bid as part of its Marriott Bonvoy Moments program. The site allows members to bid Marriott Bonvoy points on a variety of experiences ranging from spa and sports to music and dining. Among those are chef-led adventures with luxury home rentals.”
Certified Loyalty Marketing Professional (CLMP) Workshop Announced
Quotable: “For those who wish to achieve the distinction of Certified Loyalty Marketing Professional™ (CLMP) all at once, the Academy offers an annual certification workshop. This is an in-person event led by senior faculty members of the Academy over a 3-day period. The workshop is intense and covers all core modules plus some of the elective topics offered in the full curriculum.”
Old Navy Just Made a Huge Announcement. Is It Brilliant or a Huge Mistake?
Quotable: “Can Old Navy continue to grow, despite an oncoming assault from new competitors like Primark? Or will it suffer the same fate of its parent company, the Gap, in a just a few years? Time will tell. But if Old Navy is smart, it'll find a way to move forward while keeping Gap's past mistakes firm in mind.”
American Express updates Delta SkyMiles cards with limited time welcome offers and new benefits
Quotable: “American Express announced on Monday, September 30, the upcoming relaunch of consumer and business Delta SkyMiles® American Express Cards. Starting January 30, 2020, Delta SkyMiles® American Express Cards will have benefits that offer more ways to earn miles and feature new travel benefits, such as access to The American Express Centurion® Lounges and up to $100 credit for Global Entry or TSA PreCheck fees.”
Everything you need to know about Singapore Airlines KrisFlyer miles
Quotable: “There are myriad ways to build up your miles balance and then even more ways to spend your miles. And now, as part of Singapore Airlines’ drive in becoming a digital airline, its blockchain-based digital wallet has been released, allowing KF miles to be spent like cash in stores across Singapore. Whether you travel in Economy or Singapore Airlines Suites, you’ll find award-winning Singapore Airlines makes flying a deeply rewarding experience.”
Taking Mobile Banking to The Next Level With Innovation & Design
Quotable: “As fintech competitors and digital-first startups jump into the banking space, more banking consumers are seeking an experience that is both more sophisticated and more simple. Opportunities for growth and deeper usage in mobile banking is vast, but unfortunately there are no shortcuts.”
The Loyalty Newswire is compiled and edited by the staff at The Wise Marketer.