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

magomez@travelclub.esfidelidades.com