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And the winners are . . .

Written by Bill Brohaugh, Colloquy
Published: September 17, 2010

Mainly, the winners are worthy, indeed.

My congratulations to the winners of the first annual COLLOQUY Loyalty Awards, presented as part of our 20th Anniversary celebration at the COLLOQUY Loyalty Summit in Phoenix this week.

Citi won the Master of Enterprise Loyalty for its ThankYou Network. Voters—practitioners in the industry, and quite possibly you among them—chose Citi for the robustness of the ThankYou program. ThankYou Network rewards customers for activity across the Citi enterprise—for such things as paying bills online, using their credit card or having direct deposit. This holistic view of knowing and serving the customer is at the core of COLLOQUY’s coverage of the critical path marketers must take to Enterprise Loyalty. And Citigroup’s own journey to the enterprise focus will be featured in COLLOQUY’s new Journal of Innovation in Loyalty: Enterprise Loyalty in Practice. Details on that publication here. And details on the ThankYou Network here.

U.S. Bank won the Loyalty Innovation in Financial Services Award for its FlexPerks Visa. John Owens, senior VP of retail payment solutions of U.S. Bank, spoke at last year’s Summit, and you can read COLLOQUY’s coverage of the company’s efforts in “Data Points.” In that article, Owens notes, “”I believe that in using transaction data and loyalty data, the industry in general will continue to march down the path of real-time one-to-one offers.”

Hyatt Hotels and Resorts and the Hyatt Gold Passport program won the Loyalty Innovation in Travel/Hospitality Award for its “The Big Welcome Back” campaign. Hyatt’s initiatives were covered by COLLOQUY in “The Big Welcome.” At that time, Jeff Zidell, VP of Hyatt’s Gold Passport program, noted: “Marketers sometimes make a mistake by being too academic about this discipline. . . . We’ve all hired statisticians and Ph.Ds to crunch numbers because we know the value in doing so. But sometimes we forget about the emotional connection that should be what marketing is all about. Consider how you develop an emotive relationship that goes beyond just the transactional piece.”

Godiva Chocolatier won the Loyalty Innovation in Retail Award for its recently introduced Chocolate Rewards Club. I personally had opportunity to talk to Godiva about that program, and I found them to be a great example of bringing the expertise of the entire enterprise into the loyalty mix. “Many different functional departments within Godiva contributed to the launch of theChocolate Rewards program,” said Kim Land, then Vice President for Godiva Direct. “We wanted all involved parties to provide input in their area of expertise. For example, this meant collaborating with our IT team to determine the most logical, feasible and cost-effective method to enroll consumers, both in store and online. Likewise, the marketing group led the development of communication materials and collateral around the program, including brochures, POP, email content and more.” Check out “Thinking Outside of the Chocolate Box” for more information.

RecycleBank won the Innovation in Loyalty Marketing Award. The RecycleBank program, using an innovative recycling measurement technology, encourages people to recycle by awarding points redeemable at more than 3,000 retailers, restaurants, grocers, and other partners. Morley Ivers, Chief Rewards Officer of RecycleBank, spoke at this year’s summit—and I’ll give details in a later post.

You can also view the story here.

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Recyclebank At A Glance

New York

New York, Philadelphia and Houston

Javier Flaim


The Coca-Cola Company, Craton Equity Partners, Generation Investment Management, Kleiner Perkins Caufield & Byers, Paul Capital Investments, Physic Ventures, RRE Ventures LLC, Sigma Partners, Waste Management Inc., and Westly Group

4 Million+

300+ in all 50 states

Reward Partners

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