Citi taps new data source to personalise dining loyalty program

Banking group's MD of marketing, digital banking and customer experience says latest initiatives are about adding more value around customer engagement

Citibank MD of marketing, digital banking and customer experience, Linda Duncombe
Citibank MD of marketing, digital banking and customer experience, Linda Duncombe

Citibank is raising the bar on targeted customer engagement by offering location-specific dining recommendations to consumers signed up to its dining loyalty program.

Citi MD of marketing, digital banking and customer experience, Linda Duncombe, told CMO her team has begun using postcode data to provide personalised restaurant suggestions to loyalty customers who have opted into its new dining EDM. Three recommendations of restaurants closest to the consumer’s home will be displayed at the top of the EDMs and rotate on a monthly basis to ensure relevancy.

The data-led service will be fully rolled out this month.

“We were targeting before, although much more broadly, but this is much more personalised,” Duncombe said.

The dining program EDMs have an open rate of more than 60 per cent, an indication of just how highly engaged customers are with the program, she said.

“Some restaurants have said they were already happy with the program, but they’ve now seen even more lift,” Duncombe said of the targeted EDM activity. “It’s about giving back to our customers with something that is relevant to them, and from which they see value. But it’s nice to give something back to the restaurants in the program as well.”

Duncombe also flagged plans to take personalisation to another level come October. The changes are aimed at ensuring the mobile app becomes more time-relevant.

Citi is also revamping its dining mobile app, including a new user interface and location-based services allowing consumers to search for restaurants nearby. The new-look app also integrates into the booking system and is expected to be available in August.

Duncombe said the bank’s investment in mobility was a reflection of the importance of mobile connectivity and content, and demonstrated Citi’s efforts to provide more value-add services to customers.

“Importantly, it’s about adding more value to people’s lives,” she said. “As a bank, you should be able to trust us to look after your money, so how do we do something different? We’re trying to rethink the paradigm of what banking can be. Banking as a main service of transactions should be expected and delivered. We want to do more.”

Under the Citi dining program, card holders are offered a complimentary bottle of wine at hundreds of participating restaurants supplied by national partner, McWilliams Wines. According to Duncombe, four out of five of its customers choose restaurants based on being part of the program.

CMO interview: How Citibank is dishing up targeted customer engagement

Duncombe said Citi’s restaurant partners had found the average ticket price is higher across Citi customers participating in the program than standard diners, and that the program also generates repeat visitation.

Read more: CMO50 #23: Linda Duncombe, Citi

More importantly for the banking brand, it’s driven a much higher level of engagement and interaction with customers, she said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Cool stuff. https://blogs.adobe.com/digita...

Mary

Design thinking: Leading with experience

Read more

Conversation commerce is a double edged sword. Do it right and it can create customer delight. Do it wrong and it can lose customers.

Jinal Shah

Why conversational commerce is going to reshape customer engagement

Read more

I liked how Kmart decided on what to source- by placing a notional or real camera in the place of use, seeing what is touched the most in...

Jinal Shah

Kmart CEO details priorities to turn Target around

Read more

Latest Podcast

More podcasts

Sign in