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.
Master of Enterprise Loyalty Award:
Citi took this award for its ThankYou Netwrk, which gives points to customers for engaging in a variety of functions across the Citi network, including paying bills online, using their credit cards, or setting up a direct deposit account. Members can redeem their points for cash, gift cards or merchandise awards, donate their points to charity, or even use put them toward mortgage payments. Membership in the ThankYou program has risen from 5 million people in 2004 to its current enrollment level of 12 million.
Loyalty Innovation in Financial Services Award:
U.S. Bank earned this award for its U.S. Bank FlexPerks Visa, which had been threatened with a membership loss due to an industry merger. U.S. Bank launched FlexPerks after its carrier partner, Northwest Airlines, merged with Delta Air Lines and moved its credit card business to American Express. In response, U.S. Bank launched a series FlexPerks Visa products with features ranging from no blackout dates to baggage fee allowances. U.S. Bank exceeded its retention rate goal by more than 50%.
Loyalty Innovation in Retail Award:
Godiva Chocolatier received this award for the Godiva Chocolate Rewards Club program, which generates sales 20% higher than non-loyalty transactions. The program is developed to track customers no matter which channel they shop, and relies on employee training on program to tout and fulfill program benefits. More than 2 million shoppers have signed up for the program since May 2009, and more than half of its sales are associated with the loyalty account.
Loyalty Innovation in Travel/Hospitality Award:
Hyatt Hotels and Resorts garnered this accolade for its Hyatt Gold Passport/The Big Welcome Back, which put member rewards into the hands of its staff. Hyatt anchored its Hyatt Gold Passport in one key idea: Offer big generosity at a time when guests needed it most. This ranged from free Internet service to suite upgrades. But Hyatt also empowered employees to lavish guests with complimentary services such as dinner, laundry or a massage. The result? Overnight visits among its Diamond tier members rose 41% percent in 2009 over 2008.
Innovation in Loyalty Marketing Award:
Green was key for RecycleBank in earning this award. Participants put tracking devices on their recycle bins. When trucks retrofitted with RecycleBank technology collect the waste, the weight of those recyclables is converted into RecycleBank Points, which can be redeemed at more than 2,600 retailers, restaurants, grocers, and more. Since 2005, participating communities have salvaged almost 300,000 tons of material, helping to save close to 131 million liters of oil and 4.2 million trees. Municipalities participating in the program have saved millions of dollars in landfill diversion fees.
Colloquy launched the awards program as part of its 20th anniversary celebration. The program will be run annually.
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