Enterprisetalk
How flybuys used customer data to lift engagement
We detail a data-driven communications exercise aimed at surprising and delighting loyalty program members with facts about themselves is ushering in a whole new era of customer-led engagement and activity at flybuys
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Nadia Cameron (CMO)
Leading Australian loyalty membership program, flybuys, has no shortage of data on its millions of members. So when the team started looking for ways to create customer surprise and delight to kick off the 2018 year, it latched onto the idea of turning these vast stores into hyper-personalised content customers could not only engage in, but also learn something about themselves.
Flybuys digital operations manager, Troy Muir, told CMO a key program pillar is creating personalised offers for members and partners. The ‘Year in review’ campaign was about going beyond standard lifecycle communications and educating members about themselves in an interesting and entertaining way. The second mission was lifting knowledge around the flybuys offering.
“We do a lot of ‘trade’ driving campaigns for partners. And we apply stringent rules around targeting methodology to ensure the best offer goes to the best person,” Muir said. “That does take a lot of time, effort and resource throughout the year.
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