Global News Roundup from The Wise Marketer

From the Editor

Happy St. Patrick’s Day to those that celebrate to honor the patron saint of Ireland.  Or a happy Monday for those opting out of getting decaled in green today. 

Some interesting stories that aren’t so lucky for consumers in this week’s roundup, including one close to home for me.   The Hudson’s Bay Company in Canada announced the immediate liquidation of its entire business.  Many Canadians are left angered and wondering about their HBC reward points as the company opted to pause the program – no points accumulation, no points tracking, and no ability to redeem points.

We have more coverage of this in the Newswire but it raises an important consideration for all loyalty program operators, which is what does your ‘exit strategy’ look like? 

It’s not something you want to think about, the failure of your program and/or of the business itself, but it is something worth planning for in advance.  It doesn’t need to be a perfect plan but some idea of what the company would do ‘in the event of’ can help to mitigate the sourness that rises quickly when you wind down a program. 

Something for you to think about over that green beverage today!  (or head to Burger King for a free order of lucky onion rings) 

Stay. Loyal. Always.

Chief Marketing Officer, Wise Marketer Group

Global News Roundup

• [Global] Survey: Two-thirds of consumers think AI will improve customer experience
• [Global] Survey: 9% of Amazon Shoppers to Participate in Planned ‘Blackout’
• [Global]  Opinion: Are Points and Status a Generational Issue?
• [Europe] Cryptocurrency Investor-Focused Loyalty Programs
• [Europe] Loyalty Program Review: Boots and How They Succeeded and How They Could Improve
• [Canada] Hudson’s Bay shoppers cut ties over paused rewards program
• [US] Travelers are Looking for Deals – But Which Loyalty Programs Are Worth It
• [US] PYMNTS: Wyndham Rewards Debit Rewards Program Launch
• [US] Southwest changes baggage policy, points earning, and more
• [US] US Retail Media Ad Spending Will Increase by 88.5% from 2024 to 2028

Wyndham Rewards Launches Debit Rewards Program

In a move to target those travelers that prefer to use debit cards, such as younger travelers, Wyndham Rewards is partnering with Galileo Financial Technologies to launch a debit card that lets cardholders earn travel rewards points on everyday spend. 

The press release issued today notes the launch of the Wyndham Rewards Debit Card as “a first of its kind offering from a major hospitality brand in the U.S.”  The release cites recent studies from Ernst & Young (EY) and PMG around young traveler preferences and card use.  Read the press release here.

Target Encouraging Customers To Join It’s Paid Loyalty Program: Target Circle 360

Members of the free-to-join Target Circle loyalty program can once again participate in the retailer’s spring sales blockbuster, March 23-29^th, that is exclusively for them.  But in a first for Target Circle 360 members, the paid membership program for Target, 24-hour early access to select deal will be made available on March 22^nd.

Target is pushing the free versus paid membership options by providing, for a limited time, a 50% discount on a one-year members to customers that join Target Circle 360.  The Target Circle 360 program is reaching it’s one year anniversary and includes benefits such as: unlimited same-day delivery, access to a curated marketplace of other retailers and grocers, and free two-day shipping on eligible items.  Read more here.

America’s Top Loyalty Programs Weigh Heavily into Convenience and Gas Station Brands

Newsweek cites that industry experts predict the global loyalty market will grow from $13 billion in 2024 to $41 billion in 2032.  It also published its annual ranking of best loyalty programs in America, which saw upwards of 20 convenience-store chains highlighted in a category that is increasingly becoming loyalty-minded.  CSP’s Rachel Gignac provides a summary article that showcases this category, plus retail fuel operators, quite simply which you can read here.

The Statista survey evaluated programs across 39 categories and measured results across customer satisfaction, perceived value, customer support, trust, likelihood to recommend, and overall program benefits.  See the full ranking here.

Slow-fashion Label Kowtow Doubles Down on Sustainability with the Relaunch of its Community Loyalty Program The Collective.

Revamping its customer rewards program, The Collective, Kowtow introduces new ways to reward their loyal customers by earning points not just for purchases, but also for sending garments for repair or resales.  

In addition, the retailer has launched its own second-hand  platform Relove which sees the retailer purchase customers’ previously worn garments and resells them online and in-store.  Kowtow is dedicated to keeping items in circulation as long as possible, which sees them providing free repairs for customers’ garments.  

They have created a community-building and sustainable mindset in the program, including experimenting with old garments to turn them into pure carbon, then mixed with supercharged seaweed before being used as plant mulch.  Learn more here.

AIR MILES Canada Introduces New Features to Provide Members with Choice, Flexibility and Convenience

A savvier consumer mindset is emerging with cost-of-living pressures rising, particularly in North America, and programs are adjusting to allow their members to use their points more readily.  AIR MILES has announced that program members can now extend transfers between Dream and Cash balances, as well as purchasing Dream Miles removing some of the restrictions put in place when the launched the Cash and Dream Miles accounts.  Read the press release here.

Kasheesh Rewards Introduces the Kasheesh Multi Use Card to Split Purchases Across Multiple Credit, Debt and Gift Cards

The new Kasheesh Rewards program provides loyalty customers with more way to maximize their savings and enhance spending power with the first personalized payment product to split purchases.  It is the first-to-market digital payment platform that allows customers to split payment for online purchases across multiple debit and credit cards how they chose.  Read the press release here.

Marriott Bonvoy’s Hiring Plans Exposes Major Planned Changes

A recently published article by travel industry thought leader View from the Wing offering a perspective that we may be able to predict future changes to their program by virtue of the roles that they are currently hiring:

• Senior Manager – CEC Strategic Initiatives – Loyalty (to handle customer service channels) and
• FLEX Senior Manager, Loyalty Product Team (to integrate new and existing brand/assets into the Marriot Bonvoy ecosystem).

You can read the POV here but we thought this would be a little bit different means for showcasing some roles in the industry that readers may be interested in. 😊

REPEAT: New Research from The Wise Marketer and Engage People Reveals 90% of Consumers Are Willing to Switch Brands for Better Rewards

Engage People, the only loyalty network that enables program members to pay with points directly at checkout, commissioned a new survey from The Wise Marketer as part of its ongoing research series on consumer loyalty trends titled “Cashing Out: What Consumers Expect from Loyalty Programs.”

The report found that 90% of consumers are open to switching brands, underscoring the growing importance of financial-based rewards-such as the ability to Pay with Points (PwP)-in driving consumer retention and engagement. Download this new report here.

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Stay. Loyal. Always.