How BIG Rewards Increased App Engagement by 45%
A comprehensive loyalty transformation that drove significant business results
The Challenge
BIG Rewards, one of Asia's largest low-cost carriers, was facing increasing competition in the budget airline market. Their existing loyalty program was outdated and failed to drive meaningful engagement with their mobile app, which was a key channel for ancillary revenue generation. Customer data was siloed across multiple systems, making it difficult to create personalized offers and experiences.
The Solution
CustomerInspire worked with BIG Rewards to implement a comprehensive loyalty transformation program:
- Unified Customer Data Platform: Integrated customer data from booking systems, app interaction, and third-party partners to create a 360° view of each customer.
- Gamified App Experience: Redesigned the loyalty program with gamification elements, including challenges, badges, and tiered rewards to boost app engagement.
- Personalized Offer Engine: Implemented AI-driven recommendation system that tailored ancillary offers based on customer preferences, travel history, and behavioral patterns.
- Cross-Partner Ecosystem: Extended the loyalty program to include partnerships with hotels, restaurants, and attractions at popular destinations.
Implementation Process
The implementation was completed in three phases over a 6-month period:
- Data Integration (2 months): Unified customer data from multiple sources and established the foundation for personalized engagement.
- Loyalty Program Redesign (2 months): Redesigned the program structure, point system, and redemption options.
- App Experience Enhancement (2 months): Rebuilt the mobile app experience with gamification elements and personalized recommendations.
Results
Within 12 months of implementation, BIG Rewards saw significant business impact:
- 45% increase in app engagement metrics (DAU/MAU ratio improved from 0.14 to 0.21)
- 28% growth in ancillary revenue through improved conversion on personalized offers
- 32% increase in customer enrollment in the loyalty program
- 17% reduction in customer acquisition costs through improved referral rates
- 3.2x return on investment in the loyalty platform
Key Learnings
The success of BIG Rewards's loyalty transformation highlighted several important factors:
- Gamification elements significantly increase engagement when properly aligned with customer values
- Personalization drives higher conversion rates on ancillary offers
- Mobile app is a critical touchpoint for ongoing customer engagement
- Partner ecosystem expansion creates additional value for loyalty program members
