Scientific measurement, validation and attribution of ROI from loyalty and marketing initiatives.
Loyalty Program Review, Design and Modelling
Priceline had refreshed their Sister Club loyalty program with a move to digital-only rewards, and a more consistent customer experience across online, in-store and customer service.
Ellipsis conducted a program review to understand the effectiveness of the program changes, and helped redesign the core proposition to maximise customer value.
A financial review of existing program ROI was conducted using Ellipsis’ Return on Loyalty® methodology, and ‘quick win’ short-term recommendations were identified to optimise program operations and cost.
Ellipsis also worked with the Priceline team to develop a set of long-term strategic initiatives and recommendations to improve program’s customer benefits and financial performance.
The project involved building a detailed financial business case using the Ellipsis Loyalty SimulatorTM, to model outcomes at the customer level, and to determine optimal values for new program rules.
Ellipsis established a clear understanding of program baseline performance, and actionable recommendations were delivered to enhance Sister Club in the short and long-term.
The Program was relaunched with a new program structure and suite of benefits, with financial outcomes fully modelled by the Ellipsis Loyalty SimulatorTM.
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Segmentation, customer journey analysis, profiling
Offer conversion, category association, channel performance