Flybuys spies member engagement, product improvements through new survey deal

Flybuys partners with Pureprofile to create its own member survey offering

Flybuys has joined forces with consumer research platform, Pureprofile, to create its own survey platform for members in return for additional points.

Under the partnership, Flybuys loyalty program members will be able to earn 1000 or more points by answering surveys exclusively delivered via their Flybuys accounts. Flybuys is also planning to use ASX-list Pureprofile’s SaaS technology to create its own research community, tapping resulting consumer insights to build out its products and services proposition as well a identify any potential consumer pain points.

Flybuys chief customer officer, Rosemary Martin, said launching ‘Pureprofile Perks’ will give members the ability to collect more points while elevating the company’s insights into its 8 million strong member base. Flybuys today works with 23 retail brands including Coles, Kmart, Target, Optus and Catch Group.

“Pureprofile Perks achieves the dual purpose of improving our offering to members while providing us with the tools to better understand how to add more value to our members everyday shopping,” Martin said. “This insight will be invaluable to our future planning.”

Pureprofile CEO, Martin Filz, noted rapidly changing consumer sentiment is now an ongoing Australian trend.

“This is why it’s imperative that brands regularly check in with their base and nimbly respond to what the data may reveal,” he commented. “We hope that this will be the first of many successful partnerships with strong, established brands this year.”

Data is the name of the game for Flybuys, both in terms of better understanding member engagement as well as developing more product offerings for partners. The group over recent years also undertook a large-scale project to build out program-level segmentation and distinct personas across its member base to better understand consumer behaviours and improve engagement and communications.

On the B2B side, the company recently launched its ‘Data Unpacked’ offering for marketers. A new data offering that takes its cues from the former Flybuys Digital Audiences offering, the platform allows marketers to gain insight into audiences, target specific users online through channels, and ascertain campaign impact.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page.

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

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in