Unique experiences of which the value is determined by the customer. Hilton Honors has had huge success offering Hotel + concert + backstage meet-and-greet rewards to customers using an auction format. As a result, Hilton Honors has had a surge in point spend and a stream of very positive testimonials linked to the program.
Unique redemption events with the customers working together to activate a great deal. Safeway and Air Miles have had significant success over 6 years offering daily deals at modest point costs using a group-buy model (if 40 people agree to buy the Schwinn Bike for 2000 Air Miles, everyone gets the deal). Average cart size is up and the engagement on social platforms has been very strong for this program.
Unique “giving” opportunities empowering customers to be charity benefactors. Customers with Southwest Airlines miles can donate their miles to a favorite charity. Millions of points are donated annually.
Unique, large prize opportunities where small points customers are fully engaged. The Maple Leaf Foods Rewards program will have over 40,000 entries to their points contests. By buying a ballot for 5 points, customers have the chance to win 100,000 points. Modest point earners have engaged heavily in these types of contests.
Unique In-Event programs that give real-time customer reward points and cash offers at events, conventions, concerts, poolside… any place where people congregate. WWE offers in-arena purchasing; MLB offers in-game auctions, etc.