Loyalty programs are a long-standing method to generate brand loyalty and drive repeat business. According to a study, more than 83% of consumers revealed that being a part of a loyalty program impacts their decision to purchase from a particular brand again. Brands, both big and small, are launching loyalty programs to retain customers. But the rising popularity of loyalty programs has led to increased customer demand. Now, customers demand more options, flexibility, and better rewards. Brands have started combining their resources to cater to these demands and have launched a single loyalty program. These programs are called Coalition loyalty programs. These programs combine multiple businesses under a unified loyalty framework, offering customers greater rewards and incentives.
Let’s decode what these loyalty programs are in detail and see examples of the most popular ones.
What are Coalition Loyalty Programs?
Coalition loyalty programs are strategic partnerships between two or more businesses that pool their resources to offer a single loyalty program to customers. These programs allow customers to earn and redeem loyalty points across a wide range of participating businesses, providing them with increased flexibility and value. By collaborating, businesses can tap into a more extensive customer base, drive cross-promotion, and leverage shared customer insights to deliver personalized loyalty experiences.
How to create a Coalition Loyalty Program?
Studies reveal that Joining a coalition program can earn consumers up to 10x more reward value than a single operator’s loyalty program.
The ideal structure of a coalition loyalty program entails several key elements essential for its success in today’s competitive business landscape. With a focus on enhancing customer loyalty and maximizing the benefits for participating businesses, here is how you can launch a successful coalition loyalty program:
Step 1 – Clear Objectives and Strategy
A coalition loyalty program should have well-defined objectives aligned with the participating businesses’ overarching goals. It should establish a clear strategy outlining how the program will create value for customers and drive business growth.
Step 2 – Strong Partnership Network
A robust coalition loyalty program thrives on a diverse and extensive network of partner businesses across various industries. These partners should complement each other’s offerings, enabling customers to earn and redeem rewards seamlessly across different sectors.
Step 3 – Integrated Technology Platform
A cutting-edge loyalty technology platform serves as the backbone of the coalition loyalty program. It should facilitate secure data management, real-time tracking of customer transactions, and seamless reward redemption processes. Integration with participating businesses’ existing systems and customer touchpoints is crucial for a cohesive experience.
Step 4 – Comprehensive Customer Profile
The program should collect and analyze comprehensive customer data from participating businesses to create detailed customer profiles. This data should include demographic information, purchase history, preferences, and behaviors. Such insights enable personalized communication and targeted offers to enhance customer engagement.
Step 5 – Customized Communication and Offers
Leveraging the customer profile data, the coalition loyalty program should deliver personalized communication and tailored offers. This includes targeted emails, mobile notifications, and relevant promotions that resonate with individual preferences and purchasing habits.
Step 6 – Cross-Partner Redemption
A distinguishing feature of a coalition loyalty program is the ability to earn and redeem rewards across multiple partner businesses. This means that members can accumulate points from one partner and use them to redeem rewards with a different partner. For example, a member who earns points through airline travel might choose to redeem those points for a hotel stay or a rental car within the coalition network.
Step 7 – Data-Driven Analytics
Robust analytics capabilities should be in place to measure the program’s effectiveness, track customer behavior, and identify areas for improvement. By leveraging data-driven insights, participating businesses can optimize their marketing strategies, enhance customer experiences, and drive greater returns on investment.
Step 8 – Continuous Innovation
To stay ahead of the competition, the coalition loyalty program should foster a culture of continuous innovation. This includes exploring new technologies, introducing novel reward mechanisms, and adapting to changing customer expectations. Regular program evaluations and feedback mechanisms are vital for identifying opportunities and refining the program over time.
Benefits of Launching Coalition Loyalty Programs
1. Increased Customer Engagement
More than 66% of consumers modify their spending on certain brands in order to take advantage of loyalty benefits. Coalition loyalty programs incentivize customers to stay engaged with multiple brands within the coalition. By offering a unified rewards structure, customers are more likely to remain loyal to the program and continue to make purchases across the participating businesses.
2. Expanded Customer Base
Businesses can tap into a larger customer base by partnering with other brands. The coalition loyalty program attracts customers from each participating brand, leading to cross-promotion and increased brand exposure.
3. Enhanced Customer Insights
Coalition loyalty programs allow for the collection of valuable customer data across multiple businesses. This shared data provides insights into customer preferences, shopping behaviors, and trends, enabling businesses to deliver more personalized experiences and targeted marketing campaigns.
4. Improved Customer Experience
Customers benefit from the convenience and flexibility of earning and redeeming rewards across a variety of participating businesses. This seamless experience enhances customer satisfaction and encourages continued participation in the program.
5. Shared Resources
By joining forces with other businesses, the costs associated with implementing and managing a loyalty program are shared. This collaboration allows for the pooling of resources, expertise, and marketing efforts, resulting in cost efficiency and mutual benefits for all participating brands.
Best Coalition Loyalty Programs
1. One World Alliance
One world alliance was launched in 1998, consisting of American Airlines, British Airways, Cathay Pacific, and Qantas. With the recent addition of Alaska Airlines, One World has become the only alliance with two members operating within the United States.
Members part of any loyalty program that falls under the One World Alliance can share and transfer points with the other partnered brand. Simultaneously, frequent flyer points can be redeemed with any of the partnered airlines.
2. Plenti Loyalty Program
Launched in the United States, Plenti brought together several retailers, including Macy’s, Rite Aid, and ExxonMobil. Though the program was shut down in 2018, it is still considered a prime example of a coalition loyalty program. Customers could collect points at any participating retailer and redeem them for discounts or free products throughout the alliance. It increased customer engagement by promoting cross-selling across various brands in exchange for captivating incentives.
3. Nectar Rewards Program
Nectar is one of the most popular coalition loyalty programs in the UK. They have partnered up with major supermarkets, gas stations, department stores, travel companies, and more. Some well-known partners include Sainsbury’s, BP, Argos, and eBay. Members can redeem their points for discounts, vouchers, or charitable donations by earning points at several partner brands.
In addition to earning points from purchases, Nectar offers promotions and special offers that allow customers to accumulate points faster. The program also provides personalized offers based on a customer’s shopping habits, which are tailored to their interests and preferences.
4. Payback Coalition Loyalty Program
The Payback Coalition loyalty program is the largest rewards program in Germany, featuring partnerships with supermarkets, online retailers, and financial institutions. Members can accumulate points across various categories and exchange them for a wide range of rewards, including merchandise and travel vouchers. It was introduced in Germany in 2000 and currently boasts over 600 online partners and 35 retail companies within the country.
The program uses customer’s mobile number and loyalty card number to provide users with an omnichannel loyalty experience. It also delivers personalized promotions tailored to their interests, aiming to enhance their points earnings. Additionally, Payback partners enjoy the advantage of an exclusivity agreement, which prevents their competitors from participating in the program.
5. Air Miles ME
The Air Miles ME program has gained immense popularity since its establishment in 2001, with a membership exceeding one million. Its extensive list of partners, including HSBC, Sharaf DG, Careem, Booking.com, Damas, and more, has facilitated over 760,000 rewarding experiences for its members. By enrolling in the program, members can conveniently earn and redeem Air Miles with partner brands both in-store and online, utilizing the program’s website and mobile app to access their Air Miles profiles whenever necessary.
The Air Miles program prioritizes delivering an exceptional customer experience, leveraging customer data to understand and cater to the preferences of its members in terms of recognition and communication. This customer-centric approach enhances the overall satisfaction of Air Miles ME program participants.
Coalition Rewards Programs: Conclusion
As businesses strive to build long-term relationships with the customers, the power of coalition loyalty programs cannot be ignored. By collaborating with complementary brands, businesses can tap into new customer segments, drive customer loyalty, and enjoy the benefits of shared resources and insights.
Throughout this blog, we have explored some of the top examples of coalition loyalty programs that have captivated customers worldwide. We witnessed how programs like Nectar, Air Miles, and Plenti have successfully brought together diverse brands under a unified loyalty umbrella, creating a seamless and rewarding experience for customers. By joining forces with like-minded businesses, these programs offer many benefits beyond traditional loyalty programs. From increased customer engagement and enhanced customer experience to expanded rewards and more excellent value, coalition loyalty programs have proven to be a game-changer in the loyalty industry.
