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HK Express Reward-U – Aviation Loyalty App Succceed - Motherapp
HK Express Reward-U – Aviation Loyalty App Succceed

Case study:
HK Express Reward-U – Aviation Loyalty App Succceed

Enhance customer engagement and loyalty with mobile app

Aviation Loyalty App Success – Reward-U by HK Express


STEP 1. Background

Aviation Loyalty App

reward-U is a lifestyle aviation 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 an aviation 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 2. Business Challenge

Travel with Friends

After customer segmentation and customer analysis, it was found that the majority of their members are in the 23 – 35 age group, and they have partnered with the hottest brands. However, they were missing a mobile presence that would propel them forward as the top-of-mind association in a consumer purchase lifecycle.

In addition to considering the needs of its members, partner alliance and integration were also key factors of consideration. The end goal of the aviation customer engagement mobile app had to result in an ecosystem where multiple functions could be performed by the user, and multi-partner promotions could be 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 to implement changes without affecting the overall user experience.


STEP 3. The Solution

Aviation Loyalty App

  • With the complexity of multi-partner integration, the scrum methodology was employed by the aviation customer loyalty app development team so that testing could be done in the early phases, and changes if any, made ahead of implementation. Sequential addition also allowed us to consider the end-user’s experience at each design phase before moving on to the next, allowing for flexibility and saving much time on unnecessary efforts.
  • In order to enhance member engagement with apps and limit exit rate, understanding customers’ experience by utilizing real-time synchronized customer profiles across various touchpoints.  It is essential to provide an easy-to-use loyalty app that allows customers to conveniently collect and redeem points with external partners with only one-click access.
  • The full-feature personalized loyalty system is needed to enhance the loyalty mindset with the idea of a seamless earn-and-redeem point system that is shared with family and friends. The “reward-U crew” creates a sense of community and belonging-further that allows them easy viewing of crew activity to keep members engaged.
  • Responsive visuals, personalization, and simplistic templates are among the details that complement reward-U’s competitive advantage of process transparency and a straightforward point system in the customer loyalty app. Motherapp allows marketers to take full control of the membership system, maximizing the flexibility of the management capabilities to stay unique and improve competitiveness.


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STEP 4. The Results

Aviation Loyalty App

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.

  • On-time delivery: Scrum methodology and agile project delivery by the customer loyalty app development team have ensured an impressive launch timeline of within 6 months for the mobile app and 9 months for the website.
  • Multi-level integration: Cross-industry partner integration was successfully implemented along with major backend systems such as email databases and more. Members do not need to leave the app to complete redemption transactions or earn points from partners.
  • Project Accuracy with Minimal Last-minute Changes: Timely and regular testing minimized last-minute changes and improved communication with clients as progress can be effectively seen at each step.
  • Partners Gained As a Result: reward-U loyalty app was able to gain more partners and better customer engagement as a result of the app’s success and its ease of use and implementation.
  • Straightforward, UX-focused design: Fuss-free point calculation, collection, redemption and community sharing have directly and indirectly fortified reward-U’s loyalty app foundation. Visuals and backend systems seamlessly support a one-stop loyalty product with great enhancement flexibility and potential.