reward-U is a lifestyle customer loyalty app solution launched in 2016 as the dedicated loyalty arm of HK Express – Hong Kong’s low-fare airline. It has since expanded to include various lifestyle, dining, travel and many other services in its customer loyalty program offering. reward-U as a customer engagement app, stands out from the pack with its straightforward earn-and-redeem system, open point-sharing and unconventional transparency in its redemption approach. Though the multi-faceted loyalty program only started in mid-2016, it has grown exponentially with over 1 million members to date.Step 1
Background
After customer segmentation and customer analysis, it is found that with majority of their members in the 23 – 35 age group, and a partner library with the hottest brands- a mobile presence was the missing key to propel them forward as the top of mind association in a consumer purchase lifecycle.
Other than considering the needs of its members, partner alliance and integration are also key factors of consideration. Thus, the end goal of the customer engagement mobile app has to result in an ecosystem where multiple functions can be performed by the user, and multi-partner promotions easily accessed on the platform itself.
To facilitate the ever-changing pace of consumer lifestyle patterns and preferences and an ever-growing partner portfolio, a degree of flexibility was also needed for changes to be easily implemented without affecting the whole user experience.
Within 2 weeks of app launch, the mobile app dominated iOS and Android App Stores in the top 10 download list. More than 30% of reward-U members are now active users of the loyalty mobile app.