CASE STUDY 4: 

Hotel Group: Jumeirah Group
Loyalty Programme: Sirius
Challenge: Members’ Sirius points expire before members are able to redeem. Redemption is a core indicator of a member’s engagement with Jumeirah’s custom loyalty programme.
Initiative: Monthly targeted communication with relevant redemption offers to members who have their points expiring in the next three months.
Objective: To minimise the number of points expiring and boost the redemption rate to ensure that members are rewarded for their loyalty with Jumeirah.
Target Audience: All members with enough points to redeem and with points expiring in the next three months.
Channels: Monthly direct html communication to members.
Results: Redemptions have increased by almost 50% in six months.

Article continues on next page...

Story continues below
Advertisement