Flybuys spies member engagement, product improvements through new survey deal

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.

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