Designing a multi-partner loyalty program

The partners of the Air Miles loyalty program: Shell, Ahold, V&D and Praxis, acknowledged the fact that the joint program was not in line with modern standards. They wanted to redesign the program so that it would increase engagement with their customers, make use of the data and insights to run their business, and ensure a setup that would benefit all partners in their business.

SparkOptimus started by designing a program with clear benefits from a customer perspective, with a strong role for mobile and personalization. We used our ‘10-point loyalty design structure’ as guidance for the program setup. Finally, we created a business model structure so that each partner could benefit from the partnership while maintaining a great degree of freedom in implementation of the program for its own brand.