The other day I bought some movie tickets for my wife and I to see the new Elton John biography, Rocketman. For those of you contemplating seeing it – yes, it was great and I do recommend it.
As I was going through the ticket purchase process it occurred to me; I was engaging with 3 separate loyalty programs in the one transaction. What hit home was just how seamless the entire interaction was.
These were the steps I took:
- Logged into my Optus Perks account and clicked on the “Movies” tab.
- Clicked through to the HOYTS website and selected Rocketman + the cinema.
- Selected 2x HOYTS LUX tickets.
- Logged into my HOYTS Rewards account.
- Once presented with payment methods, I selected Qantas Points.
- I then completed the transaction, redeeming 12,000 Qantas Points for the full basket.
In the space of a few minutes, I:
- Engaged with 3 separate loyalty programs (Optus Perks, HOYTS Rewards and Qantas Frequent Flyer).
- Earned 2 loyalty currencies (HOYTS Dollars and Qantas Points).
- Redeemed 1 loyalty currency (Qantas Points).
To close the loop on the experience, my tickets were then immediately visible in the HOYTS app and both the HOYTS Dollars and Qantas Points earn and redemption transactions reflected in my respective member accounts.
Most consumers don’t realise just how complex this process is to execute on both the back and the front end. The main challenge lies in making the experience as simple as possible for the consumer, yet still valuable and memorable.
For me, this transaction represents the ongoing evolution of 3rd party partnerships within loyalty programs and the overall sophistication of the Australian loyalty landscape.
We’ve all had previous experiences where some part of the transaction process let us down. In this instance however, everything just…. worked. Congratulations to all the involved parties who continue to make this a success.
Max Savransky is Loyalty Director of Loyalty & Reward Co, a leading loyalty consulting firm based in Sydney. He has 10 years’ experience within the loyalty industry including roles at Mastercard Loyalty (Pinpoint), Silverneedle (Next & Sage Hotels) and Pureprofile. As Loyalty & CRM Manager at HOYTS, he launched the highly successful partnership with Qantas Frequent Flyer, including a world-first Qantas Points in-store redemption proposition. Max consults on program design, commercial modelling and lifecycle strategy, across both traditional and blockchain loyalty projects.
Max is an active cryptocurrency trader and a key contributor to www.blockchainloyalty.io, a global resource centre for everything blockchain loyalty.