Coalition loyalty solution across Retail and Hospitality
Customer
One of India's foremost private sector companies with a market capitalization of nearly US $ 19 billion and a turnover of over US $ 5.1 Billion.
Business need
Having a strong presence in premium hotels and high-end fashion retail businesses, the client wanted to create a transactional bridge between the two divisions via single loyalty program in which the entire base of customers could accrue and redeem points seamlessly across both divisions thereby bringing in enhanced thru put.
Challenges
The hotels & retail divisions have distinct personalities
They also had existing loyalty program(s) with own enrolment, accrual and redemption rules
The hotels division predominantly work on legacy system
Mating two mutually exclusive systems to work in tandem
Phasing out existing loyalty programs/relationships or merging them with the unified program.
How we helped
Created a single loyalty bridge by creating a mutually operable set of rules for enrolment, accrual & redemption.
Using the Siebel loyalty solution, the databases from the legacy systems of both these entities were migrated to Siebel creating a unified database
Facilitated singular rules definition to accommodate all promotions and complex set of rules for easy enrolment, accrual, and redemptions
The solution also offers the operational capability to maintain a centralized Program Cell to perform the day-to-day activities related with the Call Center & Fulfillment Center.
Business Benefits
With a unification of various components of loyalty, the client has been able to create a single loyalty programme applicable across multiple outlets.
Along with the traditional way of Online and Offline redemption through the Customer Portal & Call Center, it has enabled instant earn and burn feature with a magnetic stripe as a token, seamless burn across outlets has been facilitated.
With a single customer portal for the program, the entities are free to add their own promotions giving more creative space. Set to launch in the month of October, the clients loyalty program aspires to be among the largest coalition programs.
With the stabilization of the programme expected in a few months, the other divisions of the client are also expected to join in.
This monolithic programme is set to give the client group its biggest advantage over competition.
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