AS ROMA wins award for loyalty
Football club, cosmetics company and two newspapers among winners of Loyalty Magazine Awards 2019
A football club, two newspapers, a software company, two cosmetics companies and a well known FMCG brand were among the big winners at The Loyalty Magazine Awards last night.
For the eighth year, The Loyalty Magazine Awards celebrated excellence, creativity and innovation, wherever in the world it is happening, and this year the importance of an honest and meaningful relationship were particularly in evidence. Held at The Pavilion, Tower of London, it is the opportunity for those working to enhance customer loyalty to get together to celebrate the best of their industry. It includes the 30 under 40 Rising Stars of Loyalty, now tagged Loyalty Royalty, who will be the ones tasked with the job of reinventing, transforming and recreating the global loyalty business.
Italian football club AS ROMA, with Advice Group won two category awards and was named Regional Champion of the Year for Western Europe. Its programme, Unico Grande Amore, works to engage the whole family through its use of gamification and clever social media interaction. One of the judges said: “I am a fan, my family are fans. We are desperately loyal whether they win or lose, and suffer every day. They didn’t need to do this, but I love them for it.”
Kellogg’s with Brierley+Partners won the Best Long Term Loyalty Category award plus was named the Regional Loyalty Champion for the Americas. This was the first time that North and South American entries had been accepted for the Loyalty Magazine Awards, which have been gradually expanding every year, until 2019 when the awards now cover the whole world.
Other big winners were The Sun newspaper, for Sun Savers Loyalty Club, and The Times & The Sunday Times which won both the Best use of CRM and the Best Use of Customer Analytics categories with its use of artificial intelligence for customer understanding, and for delivering record subscription growth for The Times through use of data science.
The judges said: “The Times & The Sunday Times teams captured data, analysed it and acted on it. They achieved a cultural change using data driven marketing at its heart. This level of change requires convincing all of the people in your business to trust you.”
Personality of the Year
This year’s Personality of the Year is Gavin Hawthorn, who was awarded the honour for his work in establishing the Pets at Home VIP club.
Loyalty Magazine editor Annich McIntosh said: “Everyone in loyalty will know of his success working with VIPs, even though the identity of those VIPs may be something of a surprise to some.
So popular was the scheme that was created, that in the first year of operation, there were so many people signing up, they ran out of paper.Today Pets at Home counts among its members:
- Eight million Dogs,
- Five million Cats
- Nearly three million other Small animals
- Over one million Birds
- Three quarters of a million Reptiles
- And 370,000 Horses
- … making a total of nearly 27 million Very Important Pets.
The full list of winners:
Category: Best Coupon/Voucher based loyalty programme – virtual or paper
Winner: Cool down, a forward thinking loyalty campaign – A.T.U. / PAYBACK
Category: Best Customer Experience
Winner: A holistic 360° customer experience – Parfumerie Douglas Beauty Card
Category: Best Loyalty Programme of the Year – Financial Services
Winner: Changing the name and the game – ING / Touch Incentive Marketing
Highly Commended: Dreamkeep Rewards – American Family Insurance
Category: Best Corporate Social responsibility (CSR) Initiative Linked to Loyalty
Winner: Points for People – Strategic Caravan
Highly Commended: Jamie’s Garden Campaign – Påo de Açucar / BrandLoyalty Brazil
Category: Best Loyalty Programme of the Year – Non-Food Retail
Winner: the tarte rewards experience – Tarte Cosmetics
Category: Best Use of Communications – including Social Media
Winner: Tapping into emotions with Disney – Plus / BrandLoyalty
Category: Best Use of Technology
Winner: Blockchain-enabled marketing campaign – Asia Miles
Highly Commended: LoyalT, the global blockchain loyalty points exchange
Category: Best Loyalty Programme of the Year – Food Retail
Winner: PC Optimum – Loblaw
Category: Best Loyalty Programme of the Year – Travel & Experiences
Winner: Integrating loyalty with revenue management doubled Eldo Coaches’ revenues – Eldo Coaches / Ratality
Category: Best Use of CRM
Winner: Record growth through integrated AI, programmatic & social – The Times & The Sunday Times
Category: Best B2B Loyalty Programme
Winner: Know your IBM – IBM / Motivforce
Category: Best Loyalty Marketing Campaign of the Year
Winner: Seeker – Le Club AccorHotels
Category: Best Use of Customer Analytics / Data
Winner: Delivering record subscription growth for The Times through data science – The Times & The Sunday Times
Category: Loyalty Without a Name
Winner: Unico Grande Amore – AS ROMA / Advice Group
Category: Best Loyalty Industry Innovation
Winner: Unico Grande Amore – AS ROMA / Advice Group
Category: Best Long Term Loyalty Initiative
Winner: Kellogg’s Family Rewards – Kellogg’s / Brierley+Partners
Category: Best New Loyalty Launch of the Year
Winner: C-Store Loyalty Reimagined – 7-Eleven / Brierley+Partners
Highly commended: British Gas Rewards – Mando Connect & Ogilvy
Category: Best Short Term Loyalty Initiative
Winner: “Picture your next destination” – TravelCo Nordic
Category: Best Use of Gamification to Enhance Loyalty
Winner: Surprise Point – Turkcell
Category: Best Use of Mobile Within a Loyalty Strategy
Winner: Sun Savers Loyalty Club – The Sun
Highly commended: Accessible Life Programme – Turk Telekom
Regional Loyalty Champions of the Year Awards
Winner: AS ROMA / Advice Group – Unico Grande Amore –
For an intensely novel programme and a culture intent on pushing the boundaries. They are engaging with the whole family, whether they are traditional fans or not.
Central & Eastern Europe including Russia and Turkey
For their continued drive for loyalty innovation and success in a number of categories, and a breadth and creativity in the pursuit of customer loyalty across all sectors of the business which is edifying. The loyalty mechanic is prevalent in all aspects of the business and each year for the awards there is further innovation.
Highly Commended: Sport&Bonus – Multi-partner loyalty programme
The Middle East & Africa
Winner: GEMS Education – GEMS Rewards
For delivering significant value & purpose, with very strong numbers.
Asia including Australia, New Zealand,
the Indian sub-continent and all areas East
For a range of highly credible entries from across many different parts of its business which prove the importance and economic benefits of a strong loyalty programme.
Winner: Kellogg’s / Brierley+Partners – Kellogg’s Family Rewards
For a programme that has been growing comprehensively and inclusively, offering value to the consumer and to the brand. They are acquiring huge amounts of data at a low cost.
Sponsors of the Loyalty Magazine Awards are:
Prime sponsor: Currency Alliance:
The Entertainer Business