CASE STUDY

How Citi increased loyalty engagement by 5.1%

Products used

Mastercard Pay with Rewards™

5.1%

percentage point increase in overall engagement and sales activity for redeemers

2.1%

percentage point increase in monthly total spend for redeemers

Introduction

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.

The challenge

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.

The results

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.

Additionally, the program 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.