Iran: The first Iranian loyalty program launched in 1996.Indian Oil's fleet card program XTRAPOWER and retail program XTRAREWARDS claim a combined customer base of 3 million.
BPCL's PetroBonus fuel card program has 2 million members. German loyalty program operator Loyalty Partner took a controlling interest in i-mint in June 2010 and renamed the program PAYBACK India in July 2011. India: PAYBACK India is India's largest coalition loyalty program.Flag airline carrier Cathay Pacific operates Asia Miles, a loyalty and frequent-flyer program. HKT's The Club also offers a similar loyalty program. Watson Group's MoneyBack, which can be used at Parknshop, Watsons, and Fortress stores, as well as the corporation's retail partners. Different chain stores under common ownership often share the same loyalty program, such as A.S. Hong Kong: Octopus Rewards, MTR Corporation.įor more information on historical loyalty programs, see Loyalty marketing § History.īetty Crocker's loyalty points program, introduced 1929, ended in 2006, one of the longest running loyalty programs. Loyalty programs have been described as a form of centralized virtual currency, one with unidirectional cash flow, since reward points can be exchanged into a good or service but not into cash. Examples of such programs include Caesars Rewards (formerly called Total Rewards ) and MGM Resorts International's Mlife.
Almost all major casino chains also have loyalty cards, which offer members tier credits, reward credits, comps, and other perks based on card members' " theo" from gambling, various demographic data, and spend patterns on various purchases at the casino, within the casino network, and with the casino's partners. In recent years, businesses now offer these loyalty cards in the form of a loyalty app, which means users are less likely to lose their cards.
Where a customer has provided sufficient identifying information, the loyalty card may also be used to access such information to expedite verification during receipt of cheques or dispensing medical prescription preparations, or for other membership privileges such as access to an airport lounge using a frequent-flyer card. Over time the data can reveal, for example, a given customer's favorite brand of beer, or whether they are a vegetarian. The store uses aggregate data internally (and sometimes externally) as part of its marketing research. Application forms for cards usually entail agreements by the store concerning customer privacy, typically non-disclosure (by the store) of non-aggregate data about customers. Hence, the card is the visible means of implementing a type of what economists call a two-part tariff. Cards may have a barcode or magstripe to more easily allow for scanning, although some are chip cards or proximity cards.īy presenting a card, customers typically receive either a discount on the current purchase or an allotment of points that they can use for future purchases. Ī loyalty program typically involves the operator of a particular program set up an account for a customer of a business associated with the scheme, and then issue to the customer a loyalty card (variously called rewards card, points card, advantage card, club card, or some other name) which may be a plastic or paper card, visually similar to a credit card, that identifies the cardholder as a participant in the program. The market approach has shifted from product-centric to a customer-centric one due to a highly competitive market and a wide array of services offered to customers, therefore, it's important that marketing strategies prioritize growing a sustainable business and increasing customer satisfaction. Today, such programs cover most types of commerce, each having varying features and rewards schemes, including in banking, entertainment, hospitality, retailing and travel. A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program.