Lagardère Travel Retail
Developing a strategy and implementing an engaging multi-brand loyalty program for a company managing more than 40 brands and 1,000 diverse sales points. Business case awarded at the Loyalty Heroes for the best new loyalty program.
Multi-brand Loyalty Program - Strategy, Development and Implementation for Lagardère Travel Retail
Lagardère Travel Retail is a global leader in the convenience and the travel retail industry, managing more than 5120 stores in airports, train stations and other high-traffic locations in 42 countries worldwide, generating €6.6 billion in sales by 2023.
Only in Poland, there is nearly 1,000 diverse sales point of the Lagardère Travel Retail network under 40 brands such as Costa Coffee, Inmedio, So Coffee, Relay, 1Minute, Aelia Duty Free.
The convenience stores offer customers the comfort of doing their daily shopping quickly and easily. With busy lifestyles, consumers are increasingly opting for convenient shopping options, driving the growth of the convenience store market. Global Convenience Stores Market size was valued at USD 2.24 trillion in 2022 and is poised to grow from USD 2.37 trillion in 2023 to USD 3.66 trillion by 2031, growing at a CAGR of 5.60% during the forecast period (2024-2031).
Resources:
Convenience Stores Market Insights
Through the breadth of the assortment offered and the number of points of sale, the program must respond to the diverse needs of its customers, allowing them to conveniently use it regardless of where they transact and what shopping needs they currently have.
In-depth Market Analysis
Lagardère Travel Retail’s loyalty program has aimed to work in different store and coffee shop formats focusing on polish market. In-depth market analysis allowed us to understand the nature and characteristics of our client. We focused on recognizing the horizon of available data (transactional, consumer and communication). As a result, we discovered key opportunities for customer acquisition and loyalty in a complex structure. It was important to know how much and what changes could bring additional revenue from loyalty activities.
Infrastructure and Tool Selection
The programrequired embedding into a highly scalable tool that easily adapts to existinginfrastructure due to the nature of the client's industry. Only in a highlyefficient system is it possible to operate stores 24 hours, 7 days a week. TheLoyalty Drive Enterprise (LDE) engine made it possible to implement andintegrate the program with the customer's existing systems. The LDE has theadvantage of a flexible API, enabling connectivity to multiple systems anddatabases, supporting up to 1,000 simultaneous queries with a response time ofless than 0.5 seconds within this single project. The no-code solution allowsbusiness users to independently create offers, communications and otherelements of the loyalty program depending on the consumer's needs, location orother parameters.
Development of Strategic
The combination of so many different formats and businesses, assortments, target groups was made possible by a simple yet effective mechanism. Participants receive cashback in the form of vouchers to be used for future purchases. The vouchers can be used at any of the points covered by the program, which provides a lot of flexibility in use.
Maintenance and Expansion of Loyalty Activities
The loyalty program is an active project that we are constantly optimizing and developing. We educate the client on how to recruit to the loyalty program, and work to increase the attractiveness of the rewards catalog. As part of our cooperation, we also successfully organize contests and lottery for club members.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
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E-commerce, Marketing and Omnichannel Director
Rainbow
Loyalty Point’s task was to implement a loyalty program for Lagardère Travell Retail in the Polish due market due to our experience in the region. Creating a program for a multi-brand business that combines so many formats in so many different locations was a huge challenge. We were able to develop a model that can be used in both urban spaces and airports. The app operates in more than 800 outlets under nearly 40 brands with very different profiles. This year alone, the app's user base has doubled. The monthly volume of registrations in the program is also growing dynamically.
We propose additional activations associated with the program. We take responsibility for their integration in the tool and technical and legal support. Such activations are an additional motivator to join the program. The first edition of our lottery generated 140k additional interactions, but this is just the beginning. The second edition brought nearly 20% more participants and 30% more used tickets vs. the first iteration of the lottery.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
E-commerce, Marketing and Omnichannel Director
Rainbow
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