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2019 Awards Finalists

Loyalty Marketing Award

Three Ireland
Siobhan Lynch
Bord Gáis Energy
Neil Curry
Laya Healthcare
Aideen McGrath
Lidl Ireland
Jennifer O'Callaghan
SuperValu
Laura Curley

Sponsored by

Three Ireland

Siobhan Lynch

The ‘3Plus’ digital loyalty programme delivers tangible commercial and customer benefits which strengthen Three’s relationships with its customers by offering meaningful rewards and customer benefits that increase in value the longer one stays with Three. Delivered digitally to the mobile, customers can get more from Three, giving them more reasons to stay. The 3Plus programme has delivered significant commercial growth and driven advocacy for the Three brand, acting as a powerful influencer, demonstrating to customers that loyalty gains rewards, resulting in more customers staying with Three and benefitting by doing so. 3Plus base growth, increased customer engagement and higher consumer sentiment scores were achieve.
Winner
Bord Gáis Energy

Neil Curry

The Bord Gáis Energy Rewards Club was the first such initiative from an Irish energy provider, and it aimed to say thanks to customers. Programme rewards for club members have included GAA hurling and Bord Gáis Energy Theatre tickets, value rewards on Tesco Clubcard points and special offers on boiler servicing and smart home technology. Key to its success is its ability to enable customer engagement on a basis other than just price, and to reward customers for remaining loyal to the brand. Through carefully selected partners, and using insights and segmentation capabilities, the team can ensure that the right customer is getting the right rewards offer at the right time.
Finalist
Laya Healthcare

Aideen McGrath

As the largest Health and Wellbeing provider in the corporate market, Laya Healthcare has seen the need to build customer loyalty. The company launched a new 24/7 Mental Wellbeing Support service as a proof point in its promise to ‘look after you always’. This compelling new benefit is aimed at differentiating Laya in the eyes of members. Mental health and wellbeing is an important part of overall health, and this benefit offers confidential counselling support to help manage personal or work-related issues, and its success to date has prompted its extension into the consumer business. The new benefit has already contributed to loyalty, with record retention, engagement and consideration scores within a short period since launch.
Finalist
Lidl Ireland

Jennifer O'Callaghan

Changing shopper behaviour in the Irish retail market led Lidl to consider loyalty strategies in conjunction with its lean business model. As fresh fruit and vegetables form a large part of a Lidl shopper’s basket, the loyalty initiative placed an emphasis on this product area. Lidl sought to encourage loyalty and generate repeat custom, while increasing the average basket spend. The business needed to find a mechanism that fitted with its infrastructural capabilities, and also entice shoppers to choose Lidl as their main retailer, returning time and time again. From these external changes and internal business needs grew the ‘food heroes, goodness gang’ loyalty campaign broken out into three phases, combining to drive excellent business results.
Finalist
SuperValu

Laura Curley

With 223 stores throughout Ireland, SuperValu is a well-established landmark, with a reputation earned through product quality, value offering and customer service. SuperValu’s success in holding market share against intense competition is related to the effectiveness of its Real Rewards loyalty programme, which continued to sharpen its targeting process, engaged loyalty partners and grocery suppliers to enhance the value delivered to loyal customers. The digital transformation of the Real Rewards programme has been a major step forward, growing engagement with existing customers and attracting new customers. The programme offers customers easy access to its benefits in return for loyalty and spend in store. This has driven significant incremental sales in the last year.
Finalist