Subcard, the customer loyalty programme of Subway in New Zealand, is one of the most progressive loyalty schemes in the country. And, as it turns out, it's also one of the most progressive loyalty schemes in the world, because it has been named as a winner of the third annual Colloquy Loyalty Awards, an event presented by LoyaltyOne and Visa in the United States to honour groundbreaking innovations in loyalty.
Subcard was recognised in the ‘Innovation in Retail’ category for its 2011 initiative that extended the programme to the Subway mobile app (Android and iOS platforms) to improve customer reach, experience and performance.
A jury of 15 thought leaders in the loyalty industry, media and academia whittled down the submissions into a finalist list and then the winners were decided by a vote by Colloquy's more than 45,000 subscribers.Jo Reynolds, centre.
“We’ve enjoyed success locally with three Nexus Innovation awards and an RSVP Grand Prix," says Jo Reynolds, marketing manager for Subcard who was there to collect the crystal trophy. "So to now be recognised internationally is just the icing on the cake."
“One-to-one marketing has always been an exciting space to be in, but as the mobile evolution delivers us increasing capabilities, the opportunities to grow foot traffic and generate revenue just get richer," says Ben Goodale, managing director at justONE, the direct agency for Subcard. “We’re stoked for Subcard and the hardworking team behind this award, who use every trick in the book to make the programme a success. Customer relationship management and loyalty is about long-term payback with some short-term wins, so it’s excellent that the programme has gained recognition not only by our peers, but also on the global stage. It was great to see New Zealand so well represented in the finalists, including Farmers for Farmers Club, New World and Air New Zealand.”
Subcard finds itself in good company with this award, with international winners from other categories including American Express, Qantas, Samsung and Caesars Entertainment.
Check out all the winners here.