MostContagious2012.pdf - Contagious Magazine

the new loyalty /
services not
scheMes
Nike Hong Kong / Make it Count
Alongside mobile, social media is a key
driver of the new loyalty. Rethinking the idea
of loyalty schemes for the social web, Nike
launched a campaign earlier this year that
rewards people for engagement and social
amplification.
Created by Razorfish in Hong Kong as part
of the wider global Make it Count campaign,
amateur athletes can undertake a series of
missions on the Nike Hong Kong Facebook
page. However, users have to then share the
completed mission online using the #makeitcount
hashtag in order to accumulate points
that can later be exchanged for Nike prizes.
The initiative is an acknowledgement by Nike
that loyalty encompasses far more than purchase, and an astute use by the
brand of existing mechanisms for sharing and posting to reward loyal fans.
Social amplification is becoming an increasingly important variable in the
new loyalty, as brands and consumers become more acutely aware of its
value. Virgin America, for example, allows travellers to earn loyalty points
each time they post a status update or take a photo at a Virgin America
airport terminal or baggage claim via loyalty app Topguest.
www.nike.com.hk/local/makeitcount
www.topguest.com
Kiip /
The new loyalty encompasses a fresh approach to the idea of rewards. One
of the main players turning the idea of loyalty points on its head is mobile
app Kiip, which focuses on tying reward to moments of achievement.
Kiip was initially set up to offer real-world rewards for virtual achievements
in mobile games but is now significantly widening its focus. One of its most
successful campaigns to date has been with PepsiCo fitness water brand
Propel, which partnered with the platform
in April to reward users who logged fitness
achievements in apps such as MapMyRUN.
According to figures released in October,
the campaign increased purchase intent by
51%. Kiip has also just introduced iPhone
Passbook integration, so rewards coupons
can now be sent directly to Passbook and
redeemed in-store.
It seems that reaching out to consumers
during more meaningful moments pays off.
According to Kiip, advertisers benefit from
initial engagement rates of 18 to 22% for
their rewards and a 50% engagement rate
for users who have previously redeemed a
reward.
Having raised $11m in Series B funding earlier this year, it’s likely that
Kiip will become more prolific in 2013. The company has said it will soon
announce a major development that brings mobile rewards and physical
redemption at point of sale systems closer than ever before.
www.kiip.me
Safeway / just for U
The new loyalty goes beyond one-size-fits all: a study by the CMO Council
suggests that 54% of people would defect from their loyalty programme if
it didn’t provide tailor-made, relevant offers.
With personalisation becoming a growing consumer demand, companies
are turning to technology to create more one-to-one relationships with customers.
US supermarket chain Safeway is one of the biggest retailers to be
doing this on a major scale, with the launch of a loyalty programme built on
personalised pricing; ‘just for U’ mines your shopping history and habits and
serves you tailored prices via a desktop and mobile app.
www.safeway.com
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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