Customer Loyalty and Gamification
Engaging with Games:
The Travel Club Case
Miguel Ángel Gomez
Marketing and Sales Director
Travel Club
Gamification Word Congress
•2
Points Issuance
Points redemptio
n
Personalised, multichannel
communication
Rewards (Travel & More)1,71M rewards given. Market value: 73M €
(2011)
Leading Brands30 Sponsors: 9.500 M€
TC related turnover (2011)
6 M Households
Collectors
Profitable customer
management
How does a coalition loyalty programme work?
Customer lift, shift & retention
650.000 daily transaccions
The basic drivers
Shift (Acquisition)
Lift
Retention
About Customer Loyalty
The tools
Data
Intelligence
Communication
Incentives
Earning/BurningPointsMilesVouchersDiscounts
The individual behaviour
Frequency
Average spend
Cross selling
Share of wallet
CSR
ENGAGEMENT
“We love sharing
but we want you
all to ourselves”
The name of the game: ENGAGEMENT
Gamification – Travel Club
Question marks about loyalty and gamification
Can a gamification strategy bring you more…?
Attention
Atraction
Awareness
Loyalty
Can increase...?
Click-throughs
Visits to web or app
Conversion rates
Make your brand more social
And improve...?
Adquisition
Re-engement
Average spend
Retention
ENGAGEMENT
Gamification&Travel Club: A Game inside a Game
Travel Club is a loyalty program and it is itself a game in which you have to
get points in the associated companies in order to win rewards. A continuous
cycle of differed rewards able to create emotional links.
More than 1 Million unique collectors/players
Gamification has been a consistent strategy the last few years. The games
carried out have been an interactive and rewarding content, displayed as
a new layer on every channel...
Web site, mobile app, email campaigns, social media,
printed statements and catalogues and, specially, POS
MOTIVATION?
Our last one: Puntos ViajerosA game inside a game inside another game
Puntos Viajeros
Objectives, strategy, mechanics, ... We must connect the different elements and give them sense in the overall marketing plan.
Motivation, momentum, relevance ... are key elements in the implementation and they will be key to attract users.
We use gamification techniques to facilitate learning, support promotional activities, promote certain kpi's, capturing the attention of the less related to stronger linkages loyalty.
The improvement in managing digital channels (online migration) is a very suitable target.
Using gamification in social media incorporates a variable multiplier virality its positive effects and followers increases significantly.
There is a difficult balance between design brilliance and total number of users / players.
Technology is an enabler for the issuer and often the barrier to the user.
Conclusions
www.travelclub.es Travel Club App