World First Loyalty Proposition

Situation

Ellipsis developed an industry-first, highly compelling loyalty proposition. The HSBC Star Alliance Credit Card. 

Star Alliance (with their member airlines) approached Ellipsis to design and support the launch of a disruptive rewards offering in the Australian market. This involved a full review of the global competitor landscape across financial services and travel.

Ellipsis is involved in the ongoing program operation and program optimisation.

 

 

Action

The Ellipsis team conducted commercial negotiations with all participating Star Alliance member airlines and developed the program business case, P&L and end-to-end finance management process.

The Ellipsis team developed project governance and implementation support across complex platform developments, multiple system integrations and end-to-end testing with all partners. Support also involved the design and coordination of the launch strategy with HSBC and member airlines.

Program optimisation review management includes focus on product development, program performance and Return on Loyalty®.

 

 

Results

The HSBC Star Alliance Credit Card has been awarded the Canstar Innovation Excellence Award.

The proposition has received praise across the industry. 

 

"There's never been a credit card linked to an [airline] alliance rewards program, this offering didn't exist"

Daniel Sciberras, Editor-in-Chief Points Hacks

Meet the Team

Tim Tyler
Tim Tyler Managing Partner
Tim Tyler Sydney
David Parsons
David Parsons Managing Partner
David Parsons Sydney
Lucy Wilkinson
Lucy Wilkinson Principal
Lucy Wilkinson Sydney
Aleksandra Zotkina
Aleksandra Zotkina Consultant
Aleksandra Zotkina Melbourne
Christina Li
Christina Li Junior Consultant
Christina Li Melbourne

Services Used

Loyalty Program Design
Loyalty Program Design

Loyalty strategy development including; design and build of new programs and the evaluation and enhancement of existing propositions

Go to Market Strategy
Go to Market Strategy

Successful loyalty program and initiative launch to the market

Program Operation
Program Operation

Program management & optimisation supported by Customer Science®, our proprietary methods and data-driven insights

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

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