Situation
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.
Action
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.
Results
The Ellipsis team of loyalty consulting experts 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 Simulator®.
Meet the team
Services used
Loyalty Program Design
Loyalty strategy development including; design and build of new programs and the evaluation and enhancement of existing propositions
Return on Loyalty®
Proven analytical techniques, an easy-to-use interface to access reports and expert consulting to interpret insights with actionable recommendations
Customer Insights
Segmentation, customer journey analysis, profiling
Marketing Insights
Offer conversion, category association, channel performance
