Flybuys becomes first local loyalty program to tap Unlockd's rewards app

Customer loyalty program is offering consumers the chance to earn bonus points for viewing content, advertising on their mobile phone

Flybuy’s decision to reward loyalty program members with points for viewing advertising, surveys and videos on their phones is about getting better engagement with customers via a device sitting at the heart of their everyday lives.

Flybuys has become the first loyalty program provider to join forces with Unlockd on its new Earn Wall, a feature within the vendor’s Rewards app that allows users to complete activities such as viewing videos and taking surveys, in addition to viewing ads when they unlock their phone. In return, users can collect up to 4000 bonus flybuys points every month.

“Our members are in complete control of their rewards and earning potential, and can opt-in to as many activities as they wish,” Coles GM of loyalty, insights and flybuys, Alex Chruszcz, told CMO. “They can then redeem the bonus points they collect on our rewards, including money off their shopping, travel and other great flybuys rewards.”  

As one of Australia’s largest loyalty programs, Chruszcz said it had constantly looking for new and more innovative ways to create greater value for members. The team saw Unlockd as a unique opportunity to achieve that. The pair launched the partnership in August 2017.  

“The Unlock Rewards Android app rewards our members for the time they spend on their mobile phones, which is an everyday activity for most of us,” Chruszcz continued. “We’ve already seen a high-level of engagement, and the feedback from members has been very positive about having another way to collect bonus points.”    

Unlockd’s mobile platform allows consumers to convert time spent viewing ads on their devices into rewards, such as discounts off their mobile phone bill, free additional data or entertainment content. Its CEO, Jane Martino, said the flybuys partnership had helped solidify the company’s evolution into a broader rewards-based platform.  

Australia-based Unlockd already works with a number of streaming and telco providers in multiple markets globally, and partnered with the likes of News UK, Twitter, Yahoo, Facebook Audience Network, McDonalds, British Airways and Doritos. It also recently raised US$23 million in funding to help expand its presence in Asia.  

“We’ve always had a vision to provide value to customers, whether that be in mobile credit or data, entertainment content, loyalty points or other verticals of ‘value’ consumers would like more of in return for seeing content, ads and offers when unlocking their phones,” she said.  

“We knew Australia would be a strong market to launch our Unlockd Loyalty offering, given a huge 84 per cent of Australians are enrolled in at least one loyalty program and flybuys is one of the largest.”  

The challenge for most, however, is active engagement. Martino point to a 2016 US Frost and Sullivan survey, which estimated there were 3.8 billion loyalty memberships, equal to over 10 memberships for every US resident. Yet only 46 per cent were estimated to be active.  

Unlockd is focused on keeping loyalty members engaged and rewarding them for that engagement, she said.  

“As a new alternative to making a purchase in-store, loyalty members can now use their free time and attention to accrue points,” Martino said. “It’s all done on their preferred device – one that we all use constantly use and take with us everywhere.  

“So now loyalty programs can be even more rewarding, and not always rely on us spending more, which many of us cannot always afford to do.”  

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

  

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in