Spirit of Tasmania Rewards


Spirit of Tasmania required the help of Ellipsis to develop personas based on segmentation and demographic insights, to enable more customer-centric marketing.

The project also included reviewing the existing loyalty program, and recommending a new program design supported by robust financial analysis.


The Ellipsis team conducted a value-based segmentation to identify the most valuable customers, how much revenue they generate and their behaviours.

This was evaluated together with a qualitative segmentation which provided insight into the demographic profiles of customers, and was enriched with diverse staff interviews to gain a wider perspective on customer attributes and interactions.

Ellipsis also assessed the current loyalty program using our proprietary Return on Loyalty® methodology, providing a robust perspective on financial performance.


The quantitative and qualitative customer insights, together with the Return on Loyalty® evaluation, were used to develop a new program structure.

Spirit of Tasmania were able to implement many of Ellipsis’ recommendations to enhance the overall customer experience.

Meet the Team

Tim Tyler
Tim Tyler Managing Partner
Tim Tyler Sydney
David Parsons
David Parsons Managing Partner
David Parsons Sydney

Services Used

Customer Segmentation
Customer Segmentation

Analysis, grouping and profiling of customers into value-based segments inform loyalty, lifecycle and targeted marketing strategies

Return on Loyalty®
Return on Loyalty®

Proven analytical techniques, an easy-to-use interface to access reports and expert consulting to interpret insights with actionable recommendations

Program Design Review
Program Design Review

Diagnose and optimise your loyalty program.

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