Challenge
Jumeirah One wanted to engage members in rewards earlier in the lifecycle to build the cycle of earning and burning. Insight showed a significant segment of members were unlikely to achieve reward status and would churn without meaningful engagement.
Solution
A Jumeirah One branded monthly raffle was launched to drive more fun and engagement from lower balance members. Each month an exciting new raffle prize based on customer aspirations and seasonal themes is promoted. Members can purchase a ticket from as little as 200 points and purchase as many tickets as they wish. Members are kept up to date via email, raffles page and mobile app notifications. The lucky winner confirms their details and their rewards are fulfilled instantly through the Loylogic reward network.
Overall, this lowered the average cost per point of redemption due to low redemption cost, increased customer satisfaction for members with lower balances and drove incremental sales in the reward shop for engaged customers.
Impact
