Data Driven ROI Archives - Page 73 of 342

JetBlue’s Relaunched Loyalty Program Takes Flight

Sometimes a thank you just isn’t enough.

This was the case with the first iteration of TrueBlue, JetBlue Airways’ customer rewards scheme. “It was supposed to be a thank you program,” Dave Canty, the airlines’ director of loyalty marketing and partnerships told attendees at the Colloquy Loyalty Summit.

The program’s limitations, however, didn’t leave its participants with a sense of gratitude.

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Relevancy, Loyalty’s Third R, Key To Future Success

Loyalty marketers are rarely accused of being slow off the mark, and the rate at which they have innately grasped two of the three Rs of loyalty marketing – reward, recognition, relevance –supports this.

Take rewards. Marketers are long accustomed to giving tangible thanks – airline tickets, extra groceries and so forth – to their customers who change their behavior and offer insights into what they value. And recognition has been offered in the form of special access to events or information, or upgrades when inventory allows.

The key to cutting through the clutter – and what will separate the truly genius loyalty marketers from the merely smart – is creating engagement by demonstrating they know who they are and what they care about. In short, by being relevant.

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Colloquy’s Loyalty Awards Laud Citi, Godiva, Hyatt, RecycleBank and U.S. Bank

Citi, Godiva, Hyatt, RecycleBank and U.S. Bank shared honors at the inaugural Colloquy Loyalty Awards.

The awards recognize transformative, consumer-focused loyalty initiatives in five categories.

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Looking Ahead At The Consumer Of 2030

The very idea of a loyalty program assumes that customers will stick around for a while. While few marketers, save perhaps for mortgage lenders, are considering what customers will be like 20 years down the road, there are trends today which will shape the business environment of tomorrow, according to Kelly Hlavinka, managing partner at Colloquy.

Such predictions come with caveats. Short-range disruptive trends are harder to predict, so accept that Hlavinka won

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