In today’s world of consumer choice, driving preference for your brand and receiving loyalty from your customers is increasingly important.

Coming soon

Find out what Kiwi’s really think about loyalty programmes in the first ever independent study of public opinion, with a survey conducted by research specialists Yabble and loyalty marketing experts Quantum Jump.

2024 is seeing significant disruption in the loyalty programme landscape here in New Zealand, not least with the demise of both AA Smartfuel and FlyBuys, changes to Air New Zealand Airpoints and the Qantas Rewards programme, and the launch of Everyday Rewards. It’s the most action since 2016/2017 – what we reckon is a seven year itch for the industry!

We’ve asked Kiwis what they think about loyalty programmes, how they engage, what they are seeking and what matters to them. You might be surprised by some of their answers. 

Why loyalty is important

Customers demand recognition

Recent global marketing insights indicate over 70% of consumers expect a brand to recognise their loyalty, and indicate that if this is matched by the brand then they are 84% more likely to shop again and remain loyal.

Harness the power of first party data

Brands in retail, consumer services and b2b have long seen the value of a loyalty programme leveraging direct connections with their customers, but increasingly brands in other categories such as FMCG and consumer durables now see the value of first party data.

Own your relationships

Global trends are also being seen to apply here.  In New Zealand, the recent announcement of the closure of FlyBuys, not long after the end of the AA Smartfuel programme, indicates that ‘traditional’ coalition programmes have largely run their course and the need for brands to cultivate first party data (ie own their own databases so they can better understand their own customers) means that a third party participation in a coalition loyalty programme is unlikely to deliver the required relationship with the customer.

Tech is making customer centricity easier

Technology is helping make it ever easier to better connect with customers and operate customer engagement, loyalty and potentially rewards type programmes to encourage increased frequency of visitation, spend and brand advocacy.

Consumers respond to loyalty & recognition

trust loyalty programmes to help them overcome recession & inflation*
0 %
higher spend from members who redeem personalised offers*
0 x
of loyalty programmes plan to adopt ‘responsible principles’*
0 %
consumers active in a loyalty programme^
0 %
average number of retail programmes a member of^
0
of Gen Z rate loyalty programmes as excellent value^
0 %
are happy to share data for relevant offers^
0 %
expect brands to know their preferences^
0 %

*Source: Antavo, 2024 ^Source: Australian Loyalty Association, 2024

You don’t know what you don’t know

Don’t hit and hope

  • Loyalty and rewards may sound easy on paper, and everyone can think they are an expert here – however, bringing together the commercials, the identity, the technology, platforms, the communication, the data, the launch, the ongoing programme, analytics and programme ROI, and the management of all that takes a lot of expertise. Done wrong, it’s going to cost you dear revenue wise, and in wasted years.

  • Coalition programmes make some of this easy. It can shortcut a lot of that; however, with coalition programmes currently in decline, your choices are limited. Many coalition programmes however struggle to deliver true partner value particularly around access to first part data, and complexities around contact rules even for your own customers.

  • Simply put, it’s easy to get it wrong, if you don’t know what you are doing. Getting experts in early for a point of view is highly recommended. You wouldn’t get the architect in just after you’d erected your house framing after all.

Our loyalty expertise can transform your offering

Quantum Jump is uniquely experienced in the New Zealand and Australian market to help brands better connect with their customers through a loyalty programme, a rewards programme, or simply a great customer engagement programme.

Experts with an unrivalled track record in loyalty programmes

We are not tied to any technology providers or vendors, so our advice will always be entirely independent and therefore we are able to recommend the best solution for you.

Our experience

No one in New Zealand has created more loyalty programmes, let alone seen them have the success like the ones we’ve created in partnership with our clients. Sometimes old programmes need to be retired too, and we’ve helped with that to ensure a gentle landing. Some of our experience is outlined below, other work is confidential.

Programmes we created

Including New World Clubcard, Farmers Club, Subway Subcard, Sky Rewards, Purple Rewards (Warehouse Financial Services), Rodney Wayne Rewards, Mitre 10 Club, PAK’nSAVE Sticky Club

Other Programmes we’ve worked with

Including Priority Guest Rewards, GHA Discovery, PlaceMakers Lift, ITM Trade Club, Farmlands Choices, Genesis (FlyBuys introduction), FlyBuys, ASB True Rewards, Air New Zealand Airpoints, Star Group (now Star Rewards).

Our loyalty offering

Existing programme review

Do you have a loyalty or rewards programme and ask yourself the following questions.

Do you have a loyalty or rewards programme and ask yourself the following questions:

  • How do we know it’s doing the best it can for the business?
  • Is our level of investment appropriate (too high…too low)?
  • Is the ROI what it should be?
  • Do customers shop more with us as a result of being members?
  • Is the tech we are using fit for purpose?
  • Are we using the data, insights and opportunities of the programme as well as we could?

 

Our solution:

An audit of your current state, identifying opportunity areas for improvement and clearly outlining our view of your programme against our loyalty maturity model.

Programme Creation

We work with you to create a programme that best reflects your objectives, meeting the needs of customers. 

This might be some form of loyalty programme, an engagement programme, a rewards programme, or even joining a coalition programme. Basically, whatever is right sized for your brand and aspiration, and is customer centric.

 

Our engagement can include:

Discovery – current situation, aspiration, ambition etc

Framing – Potential structures and ways they might work

Reflecting – Sharing and improving across the business, and together

Ideation – Putting flesh on the bones, programme shaping, initial identity work

Commercialisation – Sense checking the commercial realities, tech dependencies, timeframes and considerations of likely ROI, business casing.

Creation – go to market approach, comms plans, dependencies and prep for post launch

Launch – getting to market effectively and with impact

Ongoing – a lot of the focus of new schemes is the launch; the ongoing is just as important including customer engagement, analytics and reporting, evolution of customer behaviour programmes.

 

Approach:

We’d start with a workshop to flush out your appetite, objectives, the desired behaviours, technical and people capability, timeframe, level of generosity, the whole shebang.

From here we’d work alongside you, marketing, IT and operations, to frame up and shape the programme structure and determine the key dependencies. Often these include IT, store processes, digital environments and customer contact programmes; we’ll think about best practice with a dash of magic. We will workshop with your teams as needed, and research with customers, including testing ideas with them.

We can lead, work in partnership, or even be a reflector while you work through it all.

We have clear process to ideate possible programmes, and use customer research to inform and potentially co-create the final shape of the programme.

Programme Execution & Launch

The go to market, and the ongoing operation of the programme, is crucial to success.

The go to market, and the ongoing operation of the programme, is crucial to success. Nothing worse than investing enormously in a programme and then launching it badly and not driving the expected customer engagement. Sometimes clients arrive and say “We’ve been working on this, can you help launch it”.  If we believe in your programme, we will be more than happy to help you take it to market.

We’ll work with you to get the creative and contact strategy right, ensure the identity and launch campaign will have real impact, and the post launch customer programme as well as the analytics and ongoing programme development driving continuing ROI and customer satisfaction.  Rome wasn’t built in a day and often loyalty programmes aren’t either.

Programme Management

Some clients come to us with an existing programme, and need help to manage aspects of it.

Some clients come to us with an existing programme, and need help to manage aspects of it. This might be the way it’s currently working, the communication programme, tweaking the way it works and driving better ROI and customer satisfaction, looking at current providers and considering changes.

We can help with that, whether a review, suggested changes, an ID refresh, a programme refresh, a revamp of your communications approach, through to operating the programme on your behalf.

Loyalty Maturity Model

Our Loyalty Maturity Model allows us to evaluate your programme against global and category benchmarks, and advise on both quick wins and longer term work ons to move you to a higher level of sophistication in how you drive loyalty with your customers.

We can discuss this more with you, and demonstrate it, in person. Book a session to discuss this further with us.

Global award recognition in loyalty

Bella Chaytor Waddy

Account Manager

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Bella Chaytor Waddy

Account Director

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