citi worked with mastercard to increase loyalty engagement by 5.1%

How Citi increased loyalty engagement by 5.1%

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 program

As the rewards credit card landscape evolved, Citi wanted to enhance its ThankYou program 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 program from concept to testing to launch to create a redemption experience that enabled cardholders to engage contextually with the program at the moment of purchase.

Citi implemented a range of marketing efforts to drive awareness of the program 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 program and improvement of overall brand perception.

The program’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

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.