Agency: NA

Objectives

  • Increase redemption activities from existing active members.
  • New redemption activities from member's redemption inactive till date
  • Increase redemption activities on sectors with historic low utilization.
  • Increase redemption activities on airline partners.

Strategy

Redemption of loyalty points is the key metric of profitability in the loyalty marketing industry. In the airline sector, wherein JetPrivilege operates, this means the use of points (denoted as JPMiles in our programme) earned by users into flight tickets. Among the most effective and efficient ways to prompt our Members to redeem their JPMiles, direct marketing, through targeted emailers and search marketing has proved to be the best. However, despite our existing strategy, that used the adage of three R's: Right People with the Right Message', we were not succeeding in bumping up the rate of redemptions. As we already had a large amount of data gathered through analytics, we decided to mine the existing history of redemptions to arrive at an insight.