How Citi increased loyalty engagement by 5.1%

CASE STUDY

Industry

Retail Banking

Capabilities Used

Mastercard Pay with Rewards™

PROBLEM

Citi partnered with Mastercard to create a real-time, digital-first and seamless redemption experience using their pay for points programme

As the rewards credit card landscape evolved, Citi wanted to enhance its ThankYou programme by providing its cardholders with a real -time, ubiquitous points redemption experience.

Approach

Citi designed and launched Pay with Points with the help of Mastercard’s expertise and its API -enabled, integrated rewards system

Citi partnered with Mastercard to assess the market, design, co -develop and promote a simple and seamless ThankYou program redemption experience and app.

Mastercard’s team of innovation, loyalty and marketing experts helped Citi take the programme from concept to testing to launch to create a redemption experience that enabled cardholders to engage contextually with the programme at the moment of purchase.

Citi implemented a range of marketing efforts to drive awareness of the programme across their eligible base.

Additionally, Mastercard launched a 4 week social media campaign, which included 6 Instagram influencer partnerships.

RESULT

Mastercard helped Citi increase their engagement of their loyalty programme and improvement of overall brand perception.

The programme’s real-time, integrated alerts and capabilities drove significant lift in the total number and size of redemptions, including an increase in first-time redemptions.

Additionally, the programme improved Citi’s overall brand perception among consumers exposed to Pay with Points.

Mastercard partnered with social media influencers to drive Pay with Points awareness, changing broader consumer sentiment and consideration significantly:

Increase in overall opinion of Citi.