In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Movie and TV streaming and DVD rental service, Quickflix, has teamed up with Rewardle to use the customer loyalty program provider’s digital platform to drive customer acquisition and engagement.
Under the partnership, Rewardle will integrate special offers from Quickflix streaming as member rewards members for redemption via its platform. In a statement, the companies said the partnership is aimed at driving customer take-up and engagement for both parties.
Rewardle claims to have more than 1 million members and 4000 local businesses Australia-wide signed up to its services, including cafes, grocery stores, newsagencies and gyms. The company recently added support for wearable devices to its loyalty program platform.
Quickflix’s fresh push for customer awareness and uptake comes as streaming services across Australia struggle to retain share following the local launch of US-based provider, Netflix, on 31 March.
“Rewardle is enjoying rapid growth and represents an exciting new channel to reach out target audience,”Quickflix CEO, Stephen Langsford, said. He noted a number of recent steps by Quickflix to improve its offering, including a reseller partnership with Foxtel’s Presto service to increase subscription streaming content, as well as work on a new user interface due out in coming months.
“The next exciting phase is growing our customer base through innovative acquisition marketing and Rewardle will assist in that.”
ASX-listed Quickflix raised $775,000 in capital in May to use both as working capital as well as to improve streaming services. The company claimed to have 123,553 paying customers as at 31 March 2015 and to be streaming one million hours a month.
Rewardle managing director, Ruwan Weerasooriya, said movie and TV streaming entertainment provides a high-value member reward and incentive.
“It is an exciting new category for Rewardle to participate in and we are delighted to be partnering with Quickflix, which shares our spirit for innovation and being at the forefront in driving new consumer behaviour,” he said.
The pair said they are also looking to expand collaboration further.
In April, Quickflix started selling gift cards through retail outlets including Big W, Coles, Target, Australia Post and Myer to help further customer acquisition. The cards will also be available in Officeworks from 22 June.
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