7 Successful Emotional Loyalty Campaigns that Worked Well for Brands

7 Successful Emotional Loyalty Campaigns that Worked Well for Brands

“93% of businesses agree that consumers are more likely to shop from brands they feel connected to,” mentions a Forrester thought leadership paper. 

These numbers tell that customers expect brands to know their preferences and understand what they want & when. However, collecting customer reviews and knowing their preferences isn’t that easy. Brands need to work hard on earning shoppers’ trust and making them feel valued by resolving their issues and listening to feedback continuously. The tone of interaction truly makes a difference in building an emotional connection between a customer and the brand. 

It’s time to infuse human experience into your brand if you haven’t yet. Wondering how you can make it happen? At Capillary, we’ve worked with 250+ brands across the globe which has resulted in a lot of insights. Here, we share some of the best brand emotional loyalty campaigns that have successfully worked for brands. 

Emotional Loyalty Approaches that Did Wonders for Brands Globally 

Dove – Self Esteem Project 

Emotional Loyalty Campaign - Dove - Self Esteem Project

One of the world’s most recognizable beauty brands, Dove, made its way into women’s hearts with its Self Esteem Project. With this project, the brand pledged to empower young people to boost their self-confidence by breaking beauty biases. Under the project, Dove has been helping parents, mentors, teachers, and young leaders deliver self-esteem education for over a decade now. And, with their constant efforts, they’ve reached more than 20 million people. In addition to their educate the customer & build an awareness campaign, the brand took initiatives to support regional customers as well. 

Their #StopTheBeautyTest movement in India gained momentum globally. It stands stronger in support of the arranged marriage reality in India, where women face matrimonial rejection for their looks. Per the campaign, Dove urges women who’ve faced such rejections with sharing their stories on social and challenge society to be ready for change. The campaign is woven around the idea of women accepting the beauty within – no matter their size, shape, or color. It’s powering the audience with the confidence to accept the real beauty and not just what’s on the surface. 

TOMS Shoes- Helps people ‘Do good’

“When you buy TOMS, you help fund access to mental health resources for the millions of people who need them,” reads the Impact page on Toms.com. TOMS shoes has followed an impact model to contribute to the community via which it shares ⅓ of its profits for grassroots good. It includes cash grants and partnerships with community organizations to drive sustainable changes and build more inclusive and diverse communities. 

TOMS Shoes is a perfect example of a brand that takes the right blend of rational & emotional approaches to bridge the gap between its shoppers & the brand. TOMS is a B Corporation-certified company that supports sustainable living with greener packaging, greater use of sustainable cotton, and reduced carbon footprints. The brand supports the community, raising mental health awareness, ending gun violence, and working strongly to become an anti-racist organization with its partners. You can explore more of their approach & initiatives here

Levi’s – Eco consciousness

Levi’s, an American clothing brand, took the initiative to plant a tree for every download of the Levi’s app in April 2021. In partnership with an NGO – Tree Nation, they realized this mission to promote afforestation and biodiversity protection. Since the launch of this initiative, they’ve planted over 30,000 trees in Madagascar. Per their metrics, since then, trees have captured over 900 tonnes of CO2

Motivated by the same, the brand is taking the journey of plantation ahead and inspiring consumers worldwide to join this mission with them. One of the crucial benefits of the plant-a-tree campaign is you can contribute to the global cause simply by becoming a member of Levi’s and downloading an app. This gives more power to customers and raises the belief of the brand is responsible toward the community. 

Procter & Gamble (P&G)- Social responsibility through education and more

Emotional Loyalty Campaign - P&G

Some brands believe in growing as a community, and P&G is surely leading among them. Being a trusted choice of more than 5 billion people in nearly 70 countries, it is committed to being the world’s most socially responsible company. The brand supports environmental sustainability by carbon footprint reduction campaigns like protecting forests, ensuring eco-friendly packaging, and educating employees to integrate sustainability into business plans. 

Their CSR program P&G Shiksha drove a huge community impact for more than 1.4 million students across 1800 schools. Moreover, P&G readily contributed to families that suffered Kerala floods in 2018, cyclone FANI & floods in western India in 2019. Within the organization, the brand voices gender equality and diversity & inclusion, having a team of 145 nationalities. 

Samsung – Good Vibes 

An act of goodness is meant to get the audience’s attention and contribute to the community for the greater good. Samsung Good Vibes is one such app Samsung built to ease communication for deafblind people. It lets users send messages using Morse Code simply by tapping on the screen, which deafblind users can do by sensing the vibrations. Of course, the app is available for people with normal sight & hearing as well to ease communications within the community both ways. 

Unlike emotional marketing campaigns, Samsung touched upon an entire idea to creatively use its services to help the community as well as widen the client base. Though it hasn’t gotten much adoption, the idea helped sensitize people and certainly created an emotional appeal. 

Amul- Nostalgia and Humour

A household name in India and increasingly across the world, Amul is known for its humorous and sometimes satirical takes on current events. The Amil Girl, as the mascot is known, was created in 1966, and she’s played a key role in the ads that have been simple yet extremely powerful commentary on current events.

Amul’s consistent ad campaign over the past 25 years has created such a strong emotional bond that it can be termed an impactful loyalty campaign. There’s no direct selling, the ads are honest and humorous, and that is what clicks with the people. Whenever in a shop trying to decide which butter to buy, if there’s the Amul girl on the cover of one packet, customers are most likely to buy that packet.

Shells’ Doctor Strange Promo 

Emotional Loyalty Campaign - Doctor Strange

Knowing your customers’ interests and blending your company’s offerings around it rightly can create miracles for any business. No one understood this better than Shell plc. They recognized their audience’s craze for Doctor Strange and surprised them by planning a giveaway campaign around. Doctor Strange Multiverse of Madness promo offered Doctor Strange merchandise (caps, backpacks, pin badges, movie gift cards), discount coupons & free movie tickets on using their services. The promo was roughly planned for a month before the movie, and of course, it was hugely successful. The idea unveiled the secret society of marvel fans and helped Shell in earning more brand fans & add new customers nationwide.

Emotional Loyalty Transforms Your Brand into a Bond 

It takes time to earn trust, get brand-loyal customers, and build an emotional connection. And, if you give your customers enough time, attention, and consistently improve shopper experiences, you will gradually find them turning brand loyal. 

To build an emotional connection, you need not wait for your target audience to be your customers. You can consider emotions as one of the crucial marketing strategies even at the brand awareness stage like what BMW in the 1970s used in its slogan ‘The Ultimate Driving Machine’ which is now changed to ‘Sheer Driving Pleasure. Think about the strong emotions you can evoke among people and design a program around it. 

Are you considering incorporating an emotional approach to tie a virtual knot with your customers? If your response is affirmative, our loyalty and engagement experts are here to brainstorm the best path forward. 


The Science of Emotional Loyalty and Why it Matters for Brands

The Science of Emotional Loyalty and Why it Matters for Brands

When dealing with people, remember you are not dealing with creatures of logic, but creatures of emotion.” – Dale Carnegie

“Don’t mix business with emotions.” It’s a common saying. But is it true? I doubt! 

We, humans, are full of unpredictable emotions & variable logic. Logic or emotions alone can’t address our reactions to situations, as our actions are driven by several other factors. Talking about shopping, for some, it is a leisure activity, and for others, it’s a duty-bound thing. And that’s why the shopping preferences of no two individuals are the same. 

Today, when brands want to bring their first-time shoppers back in the loop of transaction cycles, emotions play a critical role. With increasing competition, customers need more than quality products to keep going with a certain brand. Competitive pricing, rewards, psychological preferences, personalized experiences & the values that brands stand for – are becoming crucial for customers. Neither pure emotions nor hardcore logic. It’s the right balance of emotional & rational approach that can work well for any business. Going further in this blog, you will learn how emotional loyalty supports common types of loyalty & aids in customer retention. 

Prominent Types of Loyalty 

Types of Emotional Loyalty

“How can we earn more loyal customers?” is the question that brands across the globe keep asking. There is no mathematical formula or methodical approach to gaining loyal customers, for sure. From Daniel Katz’s psychological understanding of individuals in the 1960s to Forrester’s best practice report on loyalty in 2021, customers’ approach toward brand loyalty is evolving. With offerings moving from low-value tangible things to high-value intangible things, the coming generation shows greater towards the ‘Experience Economy’. The most common loyalty types observed in the industry are listed below – 

  • Transactional Loyalty: Customers remain loyal to a certain brand they are shopping from for the monetary rewards they are getting instead of long-term associations. Individuals accrue benefits here based on transactional exchanges, and they remain loyal to the brand as long as they don’t find the best deals elsewhere. Let’s consider a customer who shops grocery items for 5000INR/month from DMart and gets 500INR off from the bill in addition to discounted rates of products. If a grocery store in their vicinity offers a flat 50% discount to their first-time shoppers, they may prefer shopping once from there to claim that deal. You can see it’s purely a rational decision, and that’s why it is also known by the names – rational loyalty, functional loyalty, or cognitive loyalty. 
  • Behavioral Loyalty: The tendency to purchase products from the same brand every time rather than seeking for its alternatives comes out of habit. That’s why people refer to behavioral loyalty as habit loyalty. For example, Mia shops for her stationery from a shop in her vicinity. She may get a discount on some of the notebooks & might pay a little more price for the sketch colors. Regardless, she shops from there because it’s in her vicinity & she has been shopping there for a few years. In this scenario, if she relocates, then she will not come back to shop for her stationary items from that shop specifically.
  • Emotional Loyalty: One of the rare yet most intriguing loyalties that brands crave is an emotional one. It is driven by the psychological preferences of customers & their shopping experiences. Though it’s a long and uncertain process, emotionally bonded customers have demonstrated greater conversions. Jargon won’t last long, but stories do, and that’s why businesses across the globe are counting on emotional marketing strategies. A global diamond brand, DeBeers’ experienced that their tagline ‘A diamond is forever’ is losing its true meaning. They’ve tried a unique approach of putting an installation of 25,000 red roses spelling out ‘A diamond is forever’ in the middle of New York’s Grand Central Station. As expected, the time being, roses changed color, dried out & died. DeBeers’ approach not only caught the eyes of lacs of people & gained attention globally but successfully delivered the message to the audience that other gifts are temporary, unlike diamonds.

Why Does Emotional Loyalty Matter? 

How emotions & logics work for human brain

As the word “loyalty” itself is an emotion, brands can rely on emotional loyalty to keep the soul of “loyalty” intact. Emotional bonds are known to bring a deeper level of commitment both for customers and brands. The best outcome of emotional loyalty is brand advocacy. Shoppers not only shop the products from any brand but rather become your product advocates on social handles, forums, and in-person discussions. It’s like getting a salesperson for your brand at no cost.  

There can be many reasons behind emotionally loyal customers, like individual situations (like the one mentioned above), experiences using the products of specific brands, a societal/global cause that the brand supports, and values you stand for & support as a brand. Brands often leverage the power of storytelling to entertain, inspire, educate, energize and deliver the right message to the customers. The research by Capgemini finds that highly emotional people buy their favorite brand 82% of the time when they need a specific item, compared to 38% for less emotional people. Needless to say that emotional loyalty alone can’t bring loyal customers to your store’s door. Transactional rewards, customer behavior & shopping experiences often bring shoppers to the list of regular customers. Gradually, when a brand gains shoppers’ trust, using an emotional approach helps them improve its customer engagement rate. Moreover, it helps in understanding your customers’ behavioral preferences to personalize their shopping experiences.  

How Can Brands Cultivate Emotional Loyalty Among Customers?

Emotions - Driver of trust & loyalty

Creating a holistic customer experience for shoppers is a journey. It’s not a game of a single marketing campaign, a success story, or a viral video that can win you, loyal customers in a single day. It’s a consistent approach with multiple stages in a journey that a customer takes with your brand and becomes a loyal customer (more on this Harvard Business Review report). Here, you will find some promising tactics that brands leverages to uplift their customer engagement rate & boost ROI. 

  • Let data drive your customer’s emotional understanding –

Loyalty won’t happen as a single-shot reaction; it is driven by multiple stages. Using your customers’ data, you can get a better understanding of the times when they felt delighted. Walt Disney took this approach to the next level with their emotional data capture methods. Using facial recognition technology, Disney captured the response of its viewers in terms of the emotions displayed. Further, they analyzed & deployed this data in their coming movies.  

  • Ideate your campaigns around your customers’ interests – 

Another way is to have a deep understanding of current culture and what people are connecting with. For instance, music bands have a mass following, and there is a new band on the blocks every few months that become a sensation. In the middle of 2021, the K-Pop boy band BTS was a rage, and McDonald’s collaborated with the band to come up with BTS meals, and they were an instant success!  

  • Stand for the values you support as a brand –

This approach not only builds connections with your customers but will also humanize your brand. Be true to yourself when counting on those values & see how you can spread the message along those lines. For example, the Tata group is the symbol of trust and longevity in India. Its latest campaign and book – #TataStories with Harish Bhat, plays very well on the values Tata stands for, making it very natural for customers of the Tata Group to connect and reconnect with the brand most of India has always admired. 

Building emotional loyalty is not a quick fix. It takes time, but if you’re in it for the long term, values and ethics are the most important. If you’re true to the values, it reflects in the campaigns; this is the best way to enter and stay in people’s hearts. This is when a customer becomes a family. Want to add an emotional element to your loyalty programs? Reach our emotional loyalty experts & drive engagement to your brand like never before.

Ethical Data Collection Norms for Companies’ Long-term Success

Ethical Data Collection Norms for Companies’ Long-term Success

“83% of customers think retailers need to offer more authentic shopping experiences” (source: Consumer Behavior Stats)

In this age of personalization and providing authentic shopping experiences, data is the crucial element. To meet business goals and deliver a great customer experience, brands collect customer data in a multitude of ways to design and deliver great shopping experiences. Further, wearable devices and smart products connected over the internet are helping brands to stay closer to their customers in day-to-day activities. Getting a 360-degree view of customers’ behavior & needs, helps brands provide the customers with what they want and how they want.

With collecting data in various ways becoming easier and cheaper, brands can gather a lot of data. But to design and deliver meaningful marketing campaigns, the quality of data and consent of the end user is ultra critical. Customers share their data for rewards and benefits but as a brand, the loyalty and engagement journey begins there. Many times, brands just collect data and start mass marketing but this is where brands need to align their customer data collection policies & maintain data ethics to keep their brand reputation intact. In this blog, we will discuss how brands can build ethical data-use programs and the ways in which ethical AI is supporting data security endeavors. 

Why do Brands Need an Ethical Data Collection Policy? 

As Google announced the elimination of tracking cookies from its Chrome browser in 2023, many businesses were panic-stricken for obvious reasons. Gradually, web browsers will be restricting user data collection through third-party cookies. Gathering consumer data in a cookieless world, will not be as easy as it was earlier. Now, customers are becoming cautious about sharing their personal information. And, to maintain customer privacy, more and more businesses are migrating from third-party data collection to zero-party data policies. Talking about zero-party data, it’s the data explicitly shared by customers to get more personalized experiences with the brand’s offerings. 

Theft is a serious situation be it of physical goods or data. Though several data privacy laws & data protection norms like European Union’s GDPR are in place, their righteous execution at the organizational level makes the actual difference. To align your brand’s customer data collection policies, ask yourself a handful of questions: 

  • What is the intent of gathering the data that you are collecting? 
  • How minimal data you collect can serve the purpose? 
  • Is it sensitive data & does it expose any liability? 
  • Would it cause any harm, if the data you are collecting goes into the wrong hands? 

Getting answers here helps companies take a deeper look into their existing data collection practices. Since first-party & zero-party data is more accurate, it helps marketers optimize the budget and amplifies customer experience as well. Hence, it’s a win-win for brands as well as customers.  

Bring Long-Term Success with Data Protection Policy 

how to build companys' data protection policy

Even when there are set government regulations to guard customers’ data, companies are getting ever-increasing pressure to use it responsibly. A formalized ethical customer data protection policy supports brands in keeping data privacy uptight at an organizational level. To design & implement customer data use policies, companies can take a strategic approach.  

The first and foremost thing is to align the company’s vision & mission for a clear view of the values. Ideally, you can set up a data ethics board at your organization led by Chief Information Security Officer (CISO) involving product designers, a leadership team, and data analysts for data risk evaluation. Define data governance standards to set the purpose of data collection and take ownership of the risks involved. Further, align all the norms under a customer-centric approach. Maintain transparency with your customers by timely communicating policy rollouts with them. 

Top 3 Ethical Data Collection Practices

  1. Take consent – Unless you find a clear YES, it is NO! Explicit consent of the information provided to use given information for marketing and other purposes is very much required. As data collectors, you must define the objectives of gathering all the data & evaluate its usage upfront as you gather data. 
  2. Maintain confidentiality – Anonymize data specific to individuals and keep it confidential as much as possible. Such norms specifically apply to companies dealing in the medical sector or service providers of government agencies. There is no 100% hackproof system and that’s why brands must anonymize identity. 
  3. Communicate policy updates to customers – Whether it’s the situation of a cyber attack or any small addition to privacy policies, clear communication to the users is important to build trust. Create customer awareness about data collection policies as well as malicious data usage practices to let them have a clear idea of the risks involved. 

Leverage Ethical Data Collection with AI 

You may say that AI is already driving marketing, as even the simplest sort of personalization doesn’t happen on its own! We agree with it. And, that’s why we talk about ethical AI. AI-based processes follow mere algorithms designed to serve the purpose of personalization in marketing. Now, ethical AI is amended in AI frameworks to solve the common challenges of current AI usage to support ethical data collection practices. 

It’s often a case that AI self-enforces the options. Let’s consider a hypothetical case, where a guy named Zuber uses an insurance app – X. He has been searching about multiple insurance coverages and he supported a post or two for a breast cancer campaign on socials. Now, per the cookies collected from Zuber’s browser history and AI algorithms, his profile is disproportionately bombarded with cancer coverage plans – and this cycle continues to the extent of personalized push notifications. That’s when Zuber was unable to find a reason behind this and even decided to uninstall the app.

That’s exactly where ethical AI addresses such shortcomings of the algorithms. It maintains transparency among customers and lets users give permission for data usage. Using first-party & zero-party data, with more targeted customer interactions, brands can interrupt the self-reinforcing cycle. In the above case, if X app would’ve used only the data fed by Zuber or enquired him for interest in the insurance plans, he wouldn’t have uninstalled the app. Ethical AI data collection practices can improve customer engagement rates & aid in maximizing business outcomes.

Wrapping Up 

Adapting ethical data collection practices, implementing ethical AI, and maintaining data ethics in an organization is its functional need. There is no fixed set of rules that can help you earn the trust of your customers. 

As a brand, you need to maintain transparency with your customers & keep updating your policies as the market norms of data security change. Needless to mention, keep your customers posted on the updated privacy norms & increase awareness around the importance of data security. 

At Capillary, we have had data security measures intact from day one. We have a dedicated team that constantly audits data across all our platforms & maintains transparency with the clients. We have partnered with firms like Trend Micro to enable deep security and data privacy for our customers. Looking to implement a modern CDP for your brand? Get in touch!

SuperApps: Evolving CX in the Digital Age

SuperApps: Evolving CX in the Digital Age

In today’s digital era, e-commerce is fiercely competing with modern retail & mobile commerce is adding impetus to this growth. According to Beyond the Checkout Cart report by MIT, 80% of shoppers check online prices, with one-third of them accessing the information on their mobile devices while in the store. This implies customers are using multiple channels & touch-points to keep themselves as informed about products/services as possible. 

To quench the transitioning need of customers, brands are moving toward a mobile-first approach. The popularity of SuperApps is driven by this upgraded pattern of customer interactions to improve customer engagement & centralize customer experiences. The SuperApp experts of India’s most awaited SuperApp – TATANeu launched in April 2022, Pratik Pal (CEO, TATA Digital) & Harveer Singh (CBO, TATA Digital) joined us in our exclusive fireside chat on Era of SuperApps – Unearthing digital growth possibilities along with Aneesh Reddy (Executive Director & CEO, Capillary Technologies). 

Here are the 4 takeaways from their conversation:

SuperApp: The driver of brand growth and customers’ convenience

In contrast to the standalone apps, SuperApps support a composable business ecosystem by offering multiple products and services under one umbrella. They are to simplify the lives of customers by offering them everything they need from basic to fitness to finance & luxury in one spot. They open a stream of options for customers to shop from, engage more with the app, and earn rewards.  

Highlighting TATA Digital’s approach here, Pratik Pal said “TATA’s checked on its offerings of customer brands in major categories namely Fashion, Electronics, Pharmacy, Lifestyle, etc. TATA group has an assembly of renowned customer-facing brands, a nationwide customer base of 120 mn customers, a strong omnichannel footprint, & an ecosystem – that’s where we decided our offerings can be realized via SuperApp.” 

For instance, shoppers can purchase a smartphone, earn NeuCoins, and redeem them to shop for shoes, apparel, or groceries. In this way, every transaction unlocks new rewards for customers on SuperApps. This way, SuperApps unfolds new growth dimensions for brands (TATA Digital drove 7Mn+ users in just 5 months) and provide a delightful customer experience with unbelievable rewards.

Strategies to deploy a SuperApp

Brands planning to launch a SuperApp need to explore the high-frequency use case they believe in. Pratik said “Our belief for TATA Neu is in loyalty. We’ve designed it as ‘Earn & Burn Everywhere’ for all our offerings. So, the more the customer’s shop, the more they will earn & this can be redeemed anywhere across groups & brands under TATA.” Further, Harveer adds “We believe loyalty is much more than rewarding customers with rewards driven by some sort of mathematical formula in exchange for a transaction.” That’s how TATA came up with the idea of launching “Neupass: Pass to the good life”, as they mention adding 5% of transaction value every time a customer makes a new transaction & eliminating any usage restrictions on that.

Another key learning Pratik mentions is “Never take technology for granted”. When building a SuperApp, it’s not only about building an app, you need to consider the user base of millions of customers, concurrency in terms of mobile devices & multiple use cases which you need to consider to make technology choices. Needless to say, the app-building principles, data backups, massive cloud infrastructure, & selection of the right service/solution provider are the core factors when you plan to design & launch a SuperApp. 

Customer Data: Key to unlocking memorable customer experiences

SuperApps open another dimension of gathering data to create a 360-degree view of their shoppers while shopping across brands. This helps brands within a group widen their range of target audiences. Furthermore, it helps them understand customers’ shopping preferences to cross-sell services and provide meaningful rewards.

When new norms of customer privacy rules are flashing every now and then, it’s the responsibility of the brand to safeguard its customers’ data. TATADigital is one of those brands which are already practicing consented marketing. To this Pratik further adds “We’ve consent architecture in place for customer data as the data security policies across different brands in TATA group are regulated under different laws & rules.” As SuperApps have multiple offerings from multiple brands, a single data privacy policy can’t rule. The data privacy guidelines for financial services and that of pharmacy brands will be different. 

Emerging customer and digital trends across different sectors in India

As India is transforming into Digital India, more & more online transactions are happening from tier 2 & tier 3 cities as well. The leading customer trends according to the speakers mentioned are: 

  • Evolution in payment systems 
  • Localization
  • Focus on Supply chain & Infrastructure 
  • Sustainability 

Pratik believes supply chain & infrastructure needs a lot of focus and development, especially since we are moving more towards instant commerce – deliveries of food, grocery & products within 20-30 mins of time frame. However, to be more efficient in instant commerce, technology adoption has to be significant. A lot of human involvement at present will be replaced by technology to provide convenience and quick resolution to customer needs. 

Further, you can tune in here to watch the session to get some significant insights & leadership lessons on SuperApps & its evolving ecosystem. 

Best Practices from Top Loyalty Programs In India

Best Practices from Top Loyalty Programs In India

Intense competition, reduction in profit margins, and the wave of digitization have posed challenges for the brands to win loyal customers. The struggle of maintaining this streak for any brand is more critical than getting first-time shoppers. Price fluctuations always make a difference in customers’ shopping patterns, but loyal customers make their way to the brands regardless of price differences. More than profits, loyal customers contribute to the branding. That’s why, maintaining customer relationships are crucial for brands. 

The COVID-19 pandemic hit & economic slowdown had brands think about ways to sustain long-term customer relationships. With the evolved customer preferences now, they more likely want to be valued rather than just rewarded. For this reason, businesses are turning more aggressive in their approach to relationship management strategies driven by range of loyalty programs. In this blog, you will learn about the need for Indian businesses to redesign their loyalty programs & the best practices of some of the known brands in India. 

Why do Indian businesses need to revive their loyalty programs? 

When Indian businesses constantly struggle with their competitors, now is the time to shift from traditional loyalty strategies to digitized ones. Customer preferences have evolved as they rely on emotions for their decisions. With advanced technology solutions, they need to build a better connection with customers by empathizing with them, educating them, and standing for core business values.  

Indian customers are less likely brand fans & more an experimental lot in terms of shopping. When you want to strengthen your customer relationships in India, you need to widen the scope of your loyalty programs. An ecosystem loyalty approach can give you more reach and help you enhance your overall customer experience. There’s no single success mantra for gaining loyal customers for all the brands. Hence, here we will be sharing the best practices adapted by successful loyalty programs in India. 

Best Practices of Popular Indian Loyalty Programs 

1. Subscription Loyalty Program 

Subscription loyalty program - Amazon Prime & Swiggy

Often known as paid, premium, or subscription loyalty programs, this reward system involves a one-time/recurring payment from customers to acclaim member benefits. And the two loyalty programs that stand out here are: 

  • Amazon Prime – Amazon already has a huge fanbase of its shoppers & users of Amazon Web Services (AWS). It’s been just 5 years to Amazon Prime’s launch in India, then too it’s second market leader with its 22.3 million subscribers in 2022. 
      • By subscribing to Amazon Prime monthly, quarterly or annually, users can unlock the benefits of expedited deliveries, unlock advanced eligibility to discount deals 24-48 hours prior, can do unlimited video streaming, check award-winning Amazon originals, stream TV shows, enjoy music, & download Kindle ebooks for free.   
      • The joy of receiving orders same day, or just within 24 hours is one of the crucial prime benefits that customers cherish.
      • After its video streaming & free music services, we believe there is hardly anyone untouched from Amazon Prime membership, especially post-pandemic. 
  • Swiggy One – Swiggy’s one membership loyalty program – Swiggy One unlocks plenty of benefits like unlimited free deliveries, discounts at restaurants, access to Swiggy Genie & meat shops, and Swiggy Instamart across 500 locations
    • Profile of Swiggy Super membership users was automatically upgraded to Swiggy One & other members of Swiggy’s previous loyalty programs can opt for upgrade distinctly. 
    • Swiggy One is definitely a best bet for younger population living in rental accommodation or often order groceries & food online. Those who are in dilemma can subscribe with quarterly plan & upgrade to annual membership later. 

2. Experiential Loyalty Program 

Experiential Loyalty Program - Club Vistara

Make your customers feel delighted offering them memorable experiences. Make them crave for such once-in-a-lifetime movements with experiential loyalty rewards. Hospitality & wellness businesses can count on such loyalty program strategies. 

  • Club Vistara: It is India’s fastest rewarding Frequent Flyer Program (FFP) which follows the tier model. The more you fly, the more you unlock elite tier benefits & claim experiential rewards. 
    • Club Vistara has 4 tiers – Base, Silver, Gold, Platinum based on your score of CV points. Club Vistara members earn Tier Points and CV Points per INR 100 as per their tier status on the base fare of Vistara flights.
    • Flyers can earn CV points traveling with Vistara’s airline partners & shopping from their non-airline partners. They can get access to Vistara’s lounge before boarding on flights, opt for free/discounted car rentals. 
    • With elite tiers, flyers can claim for flight privileges, fee waivers, airport privileges, partner privileges, & get complimentary vouchers. They can do point transfers within family or to their referrals. 
    • Flyers can book for their accommodations, visit to some exotic places, plan their journeys, and get the best dine-in experiences with Vistara’s partners. 

Likewise, your brand can enrich customer experiences by creating lifetime memories with them. 

3. Value-based Loyalty Program

Value-based loyalty program - Shiksha by P&G

Integrate human values to your brand and build a deeper connect with your customers. Your loyalty program can support to a global or local cause & that exhibits your brand’s initiatives for social responsibility. Such loyalty programs intensifies your company’s values, ethics & associate emotional inclination of customers to your brand. 

  • Shiksha: The success of a CSR initiative by P&G ensures that earning loyal customers is not mere points earning. It focuses on the mission of spreading education in India with meagre yet accumulated donation of its customers. 
    • This global philanthropic program was started with the motto of Live, Learn, and Thrive. Since its inception, it has accumulated for the noble cause of making education accessible with the donation of INR 22 crores. 
    • Shiksha has an e-store on Amazon, through which customers can shop P&G products and support such global & social causes.
    • Such programs gives you & your customers ownership of helping in the social causes. Also, it clarifies you don’t need huge contributions to make a difference. 

4. Coalition Loyalty Program 

Coalition Loyalty Program

Due to the popularity of ecosystem loyalty programs, brands are partnering with other businesses to extend reward options for customers. It will help you build new relationships & prosper further your customer base. 

  • PAYBACK – It is a multi-brand loyalty program that lets customers earn points shopping for daily activities like shopping, payments, grocery, fuel, & more. 
    • Whether shopping online or in-store, customers can earn PAYBACK points for their spending. Like 4 points for every 100Rs spent on shopping from online stores & 2 points for every 200 Rs spent while shopping from Future Group formats like Brand Factory, Central, etc. 
    • Customers can review products or publications & earn PAYBACK rewards for non-transaction behaviors as well. 
    • Multi-brand earnings fasten the chances of point accumulation. Further, shoppers can redeem these points to claim discounts or avail offers when shopping next time across any of the brands.


5. Ecosystem Loyalty Program

Ecosystem Loyalty Programs - Tata Neu, SBI Card

With increasing disposable income & shift in lifestyle preferences, individuals are looking for premium experiences. To succeed, brands are partnering with other brands regardless of their domains to offer dynamic & personalized experiences to customers. 

  • Tata Neu – A superapp from the Tata group has several trusted brands (Tata CLIQ, Westside, Croma, Bigbasket, AirAsia India, Tata 1mg, IHCL, Qmin etc.) of Tata group integrated into the single app. It offers exclusive privileges & benefits to its users across categories. 
    • From lifestyle to grocery order & travel to luxurious stays, enjoy cross-category shopping experiences. Earn 1 NeuCoin every spends worth ₹1 on Tata Neu App & use it to claim other rewards. 
    • Tata Neu allows lets you to manage your financials like personal loans & credit lines. You can multiply your wealth with Tata Capital, opt for custom insurance plans, pay bills, & link your bank accounts for easy payment using Tata Pay UPI. 
    • For unique privileges on Tata brands, Tata Neu is soon launching a subscriber program by which members can get a minimum of 5% additional NeuCoins on every purchase over the app. 
  • Nature’s Basket SBI Card – Extending its foray of services, SBI in March 2022 partnered with Nature’s Basket – a premium grocery store brand. 
    • Customers can use their new SBI card to earn upto 20 reward points on every Rs 200 spent at Nature’s basket stores, and 10 points for every Rs 100 spent on dining, movies, & international travel. 
    • Users can unlock complimentary benefits with BookMyShow movie tickets, welcome gift vouchers, access to higher tiers of Nature’s Basket loyalty program, get Taj gift vouchers, etc. 
    • Additionally, they can opt for online doctor consultations, gift deliveries, and flower deliveries at discounted rates. 
    • With the exclusive benefits, the SBI card is likely to get more loyal customers in the longer run. 

Several banks, airlines & even hoteliers are relying on ecosystem loyalty programs for premium customer experiences. 

Your go-to Mantra to shape your loyalty program for the Indian market 

There is only one rule that can make your customer loyalty program a success – knowing your customers and timely evaluating customer journeys. 

Customer loyalty programs have been ruling in India since 1995. However, with changing customer demographics loyalty programs are also evolving. Analyze the success of your loyalty programs & upgrade them as per changing customer preferences. If you want to dive deeper,  connect with our experts today and know how you can deploy one for your business. 

Capillary’s Winning Streak at The Loyalty and Engagement Awards 2022 – 1 Gold and 2 Silver

Capillary’s Winning Streak at The Loyalty and Engagement Awards 2022 – 1 Gold and 2 Silver

Taking the winsome legacy of Loyalty & Engagement Awards (L&E), we are thrilled to share that Capillary Technologies bagged 1 Gold and 2 Silver this year at the L&E Awards 2022. Helmed by Marketing Interactive, the award entries were opened in late December 2021 for as many as 43 categories giving a diverse scope to reward world-class customer-centric loyalty and engagement practices. Capillary Technologies submitted its winning entries for 5 categories and eventually made it as the finalist for 4 out of the 5 entries. 

On 12th August 2022, the Loyalty & Engagement Awards, 2022, was held at Shangri-La Singapore. Capillary was adjudicated the winner for its work with prestigious clients – Domino’s Indonesia & Erajaya Swasembada. 

Domino’s Indonesia – A Winning Customer Strategy

Capillary Technologies winning gold for Domino's Indonesia

Domino’s Indonesia is riding the biggest customer growth story with an increase of 10% active customer base success. After winning International Loyalty Awards 2022, Domino’s Indonesia also won a Silver & Gold at the L&E Awards 2022. Joyous at this double win, Harneet Singh – CEO of Domino’s Pizza Indonesia, shares his excitement, “It is a very proud moment for us at Domino’s Indonesia to win these two prestigious awards. Gold for Best CRM strategy (Best Customer Relationship Management Strategy) and Silver for Use of Consumer Insights / Data Analytics, again highlighting the world-class data-driven business capabilities we have built with our partner Capillary. Domino’s Indonesia is investing heavily behind Data Analytics, Machine Learning and Digitization so that we can better understand and engage our customers to increase their Lifetime Value (total purchase value from a single customer). These efforts in partnering with Capillary yield unrivaled competencies that help us perform exceptionally in the F&B category.”

Erajaya Swasembada – Power-packed Membership Programme, Eraclub 

Capillary winning Silver

Capillary’s Eraclub Membership Program did wonders to Erajaya by bringing more than 75% of sales contribution in 2022. It won Silver at the Loyalty & Engagement Awards 2022 in the category of Best Membership Programme for engaging 1.3 million new customers even during a global crisis. Elated with success, Senda Parentino, COO of Eraspace (Erajaya Swasembada) said “I’m happy to see the Eraclub Loyalty program win the Silver Award at the Loyalty & Engagement Awards! This is a testament to the passion, strategy and hard work put in by the Eraclub and Capillary teams to help us engage with members and ensure they get the best lifestyle loyalty program in Indonesia. With our focus this year on integrated shopping experiences and creating highly personalized campaigns, we are on track to create the largest lifestyle loyalty program in Indonesia. We are honored for the continued support and trust our members have in Eraclub this year.”

Proud and humbled by the sheer recognition and applause that Capillary Technologies has received at the L&E Awards 2022, Aneesh Reddy, CEO and Executive Director of Capillary Technologies said, “We are delighted to be selected as the gold and silver award winner in this prestigious award program category. This is further evidence of Capillary’s leadership position in customer loyalty and engagement. We are delighted to be partnering with Domino’s Pizza Indonesia and Erajaya Swasembada again to win the recognition of this valuable award.”

Our heartiest congratulations to all the winners and finalists at the event. We would also like to take this opportunity to express our gratitude to the esteemed panel of judges. The award night was followed by a Gala dinner evening where the best of leaders met and networked with each other. As we celebrate this success with all the teams across the globe, we vouch for bringing more accolades in the future.  

To know the winning strategies that took these brands to sheer heights, get in touch with our experts, and know how to emerge as a customer-centric brand in the market. 

Top 5 Hotel Loyalty Programs And Their Engagement Strategies

Top 5 Hotel Loyalty Programs And Their Engagement Strategies

“True hospitality consists of giving the best of yourself to your guests.” – Eleanor Roosevelt

Hospitality is the broad segment with sectors ranging from accommodation to tourism; restaurants to entertainment & recreation. Although the industry is segmented, there is significant overlap to enhance the overall customer experience. That said, accommodation still counts as one of the major segments of the hospitality domain. 

It is the generation of millennials traveling more often than compared to GenX, Boomers & previous ones. Deloitte’s study says that more than 64% of millennials have at least one hotel mobile app on their smartphones. And this paves the way for hoteliers to make a progressive move toward loyalty apps as a significant part of their hotel loyalty programs. Since digital natives demand constant connectivity, and flexibility, seek affordable luxury, participate in sharing economy, and value authentic & personalized experiences, hospitality businesses need to consider these factors while designing their loyalty programs and engagement strategies. 

This blog will focus on the hospitality sector & hotel loyalty trends adopted by them recently. Further, we will dive into prominent hotels’ effective engagement strategies to set up the best hotel loyalty program.  

What is Hotel Loyalty? How did hotel loyalty trends change in 2022? 

More than the reward system, the core for any hotel business is to know their customers better, engage with them & improvise their travel experience. Hoteliers often tweak their loyalty programs to retain frequent travelers and also attract new customers. Unlike leisure travelers, corporate guests often do not prefer experimenting but rather build long-time relationships at the places they visit often. 

The traditional set of hotel loyalty programs offer rewards like discounts on subsequent bookings, suite upgrades, complimentary snacks or meals, reward points with expiry slots, etc. But the COVID-19 pandemic had a different plan for the industry.  Frequent travel bans further dampened the spirit of hoteliers. That’s when they realized the need to revive their existing loyalty programs. 

In today’s dynamic world, consumer preferences have changed immensely. People look for personalized experiences more than ever before. With changing hotel loyalty landscape in 2022, many hoteliers introduced novel trends like no-expiry reward points, fully refundable cancellations, and multiple lower-tier groups to induce loyalty among existing members. In order to add more value to their customers, hotels also raised non-stay loyalty rewards to support the hospitality ecosystem. Non-hotel alliances like airlines, cab rides, hotels & restaurants, and shopping malls help them connect better with their audiences. Offering hyper-personalized rewards based on customer brand interaction patterns brings greater engagement. A recent example of building experiential loyalty was helmed by Airbnb as they introduced rewards like cooking and other hobby classes that help travelers tick more things from their bucket list at ease when arriving at a destination. 

Now, let’s take a look at the top loyalty programs & their promising customer engagement strategies. 

Top 5 Hotel Loyalty Programs Ruling The World 

1. Marriott Bonvoy 

Home to renowned social media trends internationally & millennial corporate travelers, Marriott comes with a multi-category tier upgrade offering limitless membership privileges. With six-tier membership levels starting from– member, silver elite, gold elite, platinum elite, titanium elite, and ambassador elite; Marriott lets every guest reserve their space in their loyalty arena. Marriott Bonvoy takes the hospitality experience of its guests to the next level with end-to-end services. It allows room upgrades to suites in contrast to conservative room upgrades by some of the other hotel group loyalty programs. You can sign up for the Marriott Bonvoy program by checking in at any of Marriott’s properties in Africa, APAC, America, Australia, Europe, & Middle east. There is no fee charged at the time of signup. The elite guests can acclaim the ambassador’s services & unlock milestone awards later. 

In addition to the hotel stays, Marriott’s guests can earn points through tours & activities, partnered credit card spending & traveling with Marriott’s partners. Besides, its elite guests have perks to redeem reward points in flights & car rentals, hotel nights & leisure activities, as well as shopping & claiming gift cards. 

2. World of Hyatt 

As the name elaborates, “World of Hyatt” takes you to a unique and enticing world of its own, where you will get the rewards exclusively designed for you. Hyatt simplifies loyalty with three elite tiers that guests can unlock with qualifying activities every time they visit. Anyone can be a member of ‘World of Hyatt’ for free and frequent travelers even have the chance to be a ‘Lifetime Globalist’ when they earn one million base points over the course of membership. Being a partner of the plethora of brands – Hyatt stayers can get a free night for interacting with every five unique brands. Their travel alliances and expedition partners can make the customer journeys more comfortable. 

Hyatt nurtures the well-being of its members with access to spa sessions, resorts, planning journeys & access to mediation from Headspace for free via the app. With their mobile app, Hyatt’s digital amenities come to guests’ fingertips like access digital key, streaming option for in-room TV. Customers can easily connect with the hotel staff at any time. With personalized offers & upgrade options readily available over push notifications, Hyatt caters its clients with the personalization of rewards offering an exquisite experience for all its guests.

3. Wyndham Rewards

Wyndham Group makes one of the best corporate hotel loyalty programs in Europe, especially with its benefits extending in 95 different countries to nearly 9000 hotels, out of which 333 hotels you’ll find in Europe alone. Wyndham offers four membership tiers: blue, gold, platinum, and Diamond. From adding the rollover nights that never expire to claiming suite upgrades, there is no end to the array of rewards offered by them. Starting from dedicated member services, late checkouts, & additional point earnings, guests can unlock plenty of rewards by signing up for Wyndham rewards over time. 

Every guest at Wyndham rewards is eligible to get free award nights & non – expiry rollover nights with member-savvy benefits. The platinum & diamond members of their hotel loyalty program can opt for early check-ins, late checkouts, & car rentals/upgrades. The guests earn points for every dollar spent in booking in addition to their stay and activities. Moreover, members can opt for easy check-in & checkout, using the Wyndham Rewards app to plan their road trip, check stops, book stays, and keep their journeys well-planned on the go. 

4. Radisson Rewards 

Radisson with its nine brands & 1500 hotels is, strongly supporting sustainability. It promotes businesses to opt for carbon-neutral meetings- aiding reduce their carbon emissions and contribute to global carbon offsetting. The environmentally friendly approach of Radisson hotels makes Radisson Rewards more riveting. Anyone can be a part of the Radisson Rewards club & enjoy the never-ending benefits of spending more nights at Radisson. From facility of room upgrades to discounts on meals, partner redemption offers, rollover nights, and free breakfasts, there are many Radisson offers to its guests. 

Your business means a lot to Radisson; hence the Radisson rewards for business. Business tycoons can get a venue to book business meetings, and conduct events, and training sessions. The reward program is accessible to travel agents, small and medium enterprises, as well as meeting and event planners in Europe, Africa, the Middle East, and APAC regions. In addition to the existing world of rewards, Radisson launched its new loyalty program – Radisson Rewards Americas & Radisson Rewards for Business Americas & the Caribbean in June 2021. It unlocks special deals, flexible offers & inspiring destinations for hotel stays in the United States, Canada, the Caribbean, and Latin America. 

5. IHG Rewards Club 

IHG Hotel & Resorts has a diverse portfolio of brands with 5994 hotels & 884,484 rooms globally. They have four membership tiers viz Club, Gold Elite, Platinum Elite, & Spire Elite. Members unlock these membership tiers and get exclusive discounts and dedicated customer services to earn points on staying in hotels. Since IHG is partnered with airlines & other premium brands, members can burn their miles here & earn rewards points to book their next flights. At IHG, elite members get exclusive hertz gold plus rewards, five-star upgrades, exclusive choices upon receiving status, complimentary room upgrades, rollover nights, guaranteed room availability & no blackout dates for reward nights. Extended checkout is one of the premium benefits that also works well for IHG stayers. 

An agile approach to hotel loyalty programs 

Hotel loyalty programs are designed to be fascinating to make anyone fall for them. However, with evolving travel patterns of both leisure & business travelers, hoteliers need to evolve their loyalty programs. Staycations are gaining more popularity with the novel work-from-anywhere trends. But, it’s not the case with everyone – some want to feel exquisite, get a taste of adventure, or prefer luxury. It’s the variety of the experiences & exposure for which people travel to places.  

When each of your guests is different, they have preferences for distinct experiences. Deloitte’s Hotel Customer Loyalty survey shows the way around winning race for guest loyalty. It says “to turn your customers into enthusiastic, even passionate brand devotees, you need to understand the patterns in how different travelers view and use rewards. And you have to use that insight to craft a program that stands above the ordinary and the expected.” The better you understand your guests, the more personalized & instant service experience you can offer them. It would be best to stay connected with your guests even when not in hotels. With multiple touch-points, it is very much possible now to delight your guests with personalized experiences. Do you want to revive your existing hotel loyalty programs with advanced personalization features? Schedule a call to discuss further with our loyalty program experts. 

A Comprehensive Guide to the Growing Demand for Aviation Loyalty

A Comprehensive Guide to the Growing Demand for Aviation Loyalty

Do you know Hawaiian Airlines’ loyalty program as of 2022 offered 24.78 USD/100 USD spent to its frequent flyers? Also, Alaska Airlines reserves its second spot by offering 24.65USD to its frequent flyers. And this brings them brand loyalty like no one’s watching. Now, let us reveal the true story here. Hawaiian Airlines is successfully running its airline business, contributing 1.7% of the domestic market share to US airlines as of December 2021, even post-pandemic. 

In 2002, when United Airlines filed for bankruptcy, its Frequent flyer program (FFP) was the only money-making business it had. Frequent Flyer Programs (FFPs) helped United Airlines make a whopping revenue of $5.3 billion revenues in 2019! Now imagine if a core airline loyalty program – FFP is capable of making the airline business survive, think of the revenue it can generate for airlines in today’s AI/ML world. In this blog, we will cover everything about airline loyalty – starting from its definition, the need, the challenges, some of the reigning airline loyalty programs and why now is the best time for airlines to venture into a loyalty program. 

What is aviation loyalty? 

Aviation loyalty talks about the loyalty programs run by airlines to transform their existing customers into loyal customers. Just like discounts offered to shoppers in any shop, airlines provide benefits to their regular flyers for choosing them over other airlines. However, aviation loyalty is more than just rewards; at Capillary, we call it creating memorable experiences for flyers.  

From searching for a flight to booking, boarding, traveling, landing, and, reaching the final destination – it’s the entire customer journey that offers different touchpoints for aviation brands to interact with the customers. Since no two passengers are similar, a common approach of making every customer engaged wouldn’t work in the longer run. Instead, you need to understand the choices of your flyers & address their needs distinctly. Even when hundreds of passengers are going on each flight regularly, engaging with them on a personal basis needs time and thorough planning for which brands must have a robust marketing strategy. 

The inception of aviation loyalty 


The tradition of making your flyers loyal to the airline brand was started by United Airlines in 1972 with the name ‘Frequent Flyer Program (FFP). Further, in 1979, Texas International Airlines adopted FFP full-fledged by using actual mileage tracking of passengers & rewarding them based on the miles covered in the air. This legacy of FFP was further followed by many airlines including Western Airlines, American Airlines, Delta, Continental Airlines, Air Canada, and many others. FFPs were designed to reward frequent flying customers. It was based on the simple math; more customers fly, more points they will get & higher conversion rates the airlines will have. The core airline loyalty program – FFP, was based on an earn & burn scheme. Greater will be the distance or miles covered; greater will be a counter of points, and customers can burn them on the next flight to earn more. 

With the growing customer demand, airlines further partnered with associated businesses like cab services, restaurants, lounges, etc., to create unmatchable experiences for their customers throughout their air journey. The earned rewards & offers from FFP programs could now be used to shop food items at airports, book car rentals, and take flight tickets using exclusive travel credit cards. Ancillary services benefited airlines & associated partners largely in creating a profitable & comforting ecosystem for travelers. Do you know that Frequent Flyer Programs have dedicatedly gained so much popularity in the airline industry that the term then and even today is interchangeably used for airline loyalty programs?  

Are FFPs enough to make the aviation industry bloom?  


Though FFPs gained much fame in the airline industry, aviation loyalty programs are much more than FFPs. Since FFPs can benefit the company as long as they offer flying services, the recent COVID-19 pandemic was an eye-opener for the aviation industry to factor in a situation where airlines had to stop flying services for some time. This was the situation of existential crisis for the aviation industry. And that’s the time when airlines figured out the need to widen their scope of the customer loyalty business. Besides contingencies like the pandemic, there are other reasons that have now made airlines shift away from the routine FFP approach & refurbish airline loyalty programs. Let’s take a look at the three callouts: 

1. Loyalty programs matter more to some travelers than others: Mark it as a fact. The low-frequency travelers often overlook loyalty programs as they continually seek cheaper flights from any airline. Even if they signed up for a loyalty program, they must be opting for 3-4 programs at a time & they keep switching between them. High-frequency business travelers rank loyalty programs as the second factor when choosing flights over safety & punctuality. That’s why core FFPs alone can’t bring larger outcomes to airlines. 

2. Airlines need customized loyalty programs: Every user’s journey is unique right from the purpose of traveling to surfing flights, budgeting, booking patterns, choosing preferences, and thinking of travel ideas. So, even if you mark an ideal customer journey with your flyers, you can miss plenty of touch points with just a single earn and redeem loyalty program. Some of your flyers may prefer a complimentary spa session before a late-night flight, while other ones may like to have warm food instead. Existing airline loyalty programs miserably fail to engage with this massive variety of customer preferences. Hence, the need for personalization in the loyalty programs that traditional FFPs won’t offer. 

3. A dire need for brand advocates: Your regular flyers can be the best tool to put your airline marketing in shape. It is vital to conduct timed surveys to ask your customers if they prefer to be your brand advocates & share their experiences with others. Airlines often sign celebrities as brand ambassadors to build credibility but in today’s social media age, counting on testimonials from regular flyers can work wonders for your aviation brand. 

Why is aviation loyalty a priority for airlines now? 

When people choose to travel with your airlines, they trust you. More than ever before, in the post-covid era, you need to ensure safety for your passengers. When your customers know they are traveling safely with all precautionary measures & treated as per their individual preferences, they won’t be skeptical about choosing your flight next time. Free goodies are still widely preferred by people as they often rake up points in their cart to claim free coffee, complimentary spa lounge services, & even free flights. Though different airlines have different mile reward & redeem systems based on their brand rules, these perks are capable of engaging flyers. 

If your airlines widen the scope of airline loyalty programs from FFPs to partner bundling, points to cash conversion options & give personalized promotions – you can grow your customer engagement rate. Your flyers may need to shop something from the airport, play games to kill boredom, or upgrade their seats – the reasons could be many but as an aviation brand, you must factor in all these requests in advance integrating real-time information and airline services, you can help your customers find the solution to the ongoing situation. Recently, Deloitte conducted a proprietary survey of 2572 air travelers who took at least 1 flight in a year with their most preferred airlines. And, here’s what figures tell – 


Flyers often travel for business or leisure purposes. Hence, they are looking for comforting experiences in either of the cases. Loyalty programs are meant to make this journey convenient & hassle-free for flyers unlocking access to an exclusive airline experience. Here, partnering with travel & hospitality businesses and enabling your customers to use their loyalty points to access these VIP services can help you find an edge. You can also add perks of traveling with your flight rather than your competitors.  

Besides the COVID-19 pandemic,  the environmental & climatic change that we’ve witnessed in the late 2020s worldwide has made businesses and travelers mindful of their choices & preferences for that need. As a result, industry leaders, business owners, and individuals are discussing sustainability goals and taking action in support. Shai Weiss – CEO at Virgin Atlantic, shares the vision of aviation with sustainability in his TED talk that how their airlines is paving the way to fulfill the pledge of net-zero emissions by 2050. Your brand too can take a step towards airline sustainability or any other cause you support. Futuristic loyalty programs & loyal flyers often prefer airlines that not only support global causes but also work towards them. All the aviation businesses sooner or later adopt these trends to offer personalized experiences to their flyers. However, given that the trends keep changing and the technology is constantly evolving, airlines must open new dimensions to stand out in this competitive world. 

And the 5 best aviation loyalty programs are… 


  1. SkyMiles by Delta Air Lines – Delta flyers can earn miles while traveling on Delta as well as via their partner airlines like Aerolíneas Argentinas, Aeroméxico, Air Europa, Air France, China Airlines, China Eastern, Czech Airlines, Garuda Indonesia, Kenya Airways, KLM Royal Dutch Airlines, and many more. For its members, miles never expire; they can shop on SkyMiles marketplace or opt for upgrades anytime they plan to travel.
  2. Rapid Rewards by Southwest Airlines – With some 3900 flights and no blackout dates, Southwest’s Rapid rewards can be used on care rentals, hotel stays, & of course, flight upgrades with no expiration timelines. 
  3. AAdvantage by American Airlines – American Airlines has more than 1000 partner companies, and their AAdvantage flyers can redeem miles while opting for flights, hotels, upgrades, and even shopping for retail products at 1200+ stores like Sephora, Adidas, Wallmart, Groupon, Macy’s, Eddie Baver.  
  4. Virgin Atlantic Flying Club – Virgin Atlantic’s flying club members can spend miles with their host partners like eBay, Tesco, Delta, and many more. The best part is the redemption of reward travels & discounts on the Virgin Holidays. 
  5. Mileage Plus by United Airlines – United Airlines lets its travelers access thousands of destinations across the globe with their 30 partner airlines. From enjoying cruises to having fine dining & shopping experiences, flyers can use their reward points for everything. 

Aviation loyalty: The runway to future

Clearly, customer loyalty has become the lifeline for the aviation industry. 

Even if an individual travels only once a year, using the partner programs, co-branded credits, digital wallets & marketplace shopping – aviation brands can stay connected with their flyers throughout the year. The profits of investing in airline loyalty can bring to your business is no longer a debatable topic – Capillary’s value-driven loyalty framework enables brands to measure how much topline revenue can a loyalty program generate for your brand in a particular stage. This novel approach to airline loyalty programs, upcoming trends & access to insightful customer data can drive more flyers to your business. If you would like to relook at your existing airline loyalty programs, connect with our loyalty and engagement experts to revive your FFPs & transform them into the most engaging aviation loyalty programs. 

Capillary wins Best Use of Customer Analytics/Data at International Loyalty Awards 2022

Capillary wins Best Use of Customer Analytics/Data at International Loyalty Awards 2022

2022 promised a fleet of award ceremonies across different industries and the International Loyalty Awards was no exception, especially in the global loyalty landscape. ILA opened up its nomination early this year to recognize & celebrate the success of best loyalty use cases globally. Capillary Technologies took this first-hand opportunity, to participate in the Loyalty Awards that were held at Old Billingsgate in London, UK on June 14. And we are delighted to share our success story as an International Loyalty Awards Winner

The Loyalty Awards had 20 categories listed for the year 2022. Our engagement and loyalty solutions with some of our prestigious clients made us finalists in two categories. On 14th June, at the Loyalty Magazine’s International Loyalty Awards 2022, Capillary was announced as the winner for our work with Domino’s Pizza Indonesia under the category – Best Use of Customer Analytics/Data.  

And here’s what everyone said about the win… 

The judges were truly elated with our insightful exposition & stated “We loved how Domino’s solved a problem many businesses have—reactivating ‘one and done’ customers. They did so by appealing to one of their customers’ strongest emotional drivers—their stomachs! Analytics and AI were used to find the best day and time to communicate to customers and incentivize them to order a pizza!

Thrilled by this shot of success—Harneet Singh, CEO at Domino’s Pizza Indonesia shares, “It’s a proud moment for Domino’s Pizza Indonesia to have won the prestigious ‘Best use of Customer Analytics and Data’ award at the ILA 2022, in partnership with Capillary Technologies. Our years of investment in building and perfecting the Data Science-based Customer Analytics model for driving incremental business growth have finally borne fruits. Not only has it helped us in understanding & engaging our customers better to drive real business results in these changing times but also got us this international recognition. We are extremely delighted with what we have achieved together with the Capillary team on this front.

Mayank Singh, CDO and VP, Domino’s Pizza Indonesia further added, “This award not only makes us feel proud but is an acknowledgment of the hard work done by both the teams at Domino’s Indonesia and Capillary Technologies. Our goal of achieving the best data management practices for the elixir of business will continue to grow. This is just the start of case studies based on the use of data in the form of business expansion, marketing enhancement, and operational efficiency that our teams will register and carry forward. Many congratulations to all the team members.”

Capillary Technologies takes pride in being an International Loyalty Awards Winner. Our hearty congratulations to all the Finalists & Winners. And a very special thanks to the organizers for orchestrating such a spectacular event & gratitude to the panel of judges. Here’s raising a toast to success with the determination of adding more accolades in the coming year. 

Talk to our experts to implement such award-winning solutions for your brand and skyrocket your revenues.

Unlock the Secrets of Personalized User Engagement with WhatsApp Marketing

Unlock the Secrets of Personalized User Engagement with WhatsApp Marketing

With more than 2 billion active users worldwide by July 2021, WhatsApp is the most used mobile messenger app worldwide. The launch of WhatsApp Business in Jan 2018 took this messenger app to the next level, aiding hundreds of businesses & entrepreneurs. Both product & service-based businesses have been using it to manage customer interactions, take orders, share catalogs, label conversations to organize chats, and engage shoppers effectively. In addition, it powered marketers to personalize their customer interactions. As WhatsApp messaging supports rich media elements such as images, videos, documents, graphics, easy catalog sharing, link sharing, etc., direct engagement turned simpler and more approachable.

Recent research by Sensor Tower states that WhatsApp Business was downloaded 24 million times by April 2022 Worldwide. With WhatsApp expanding its range of services every now and then, the count of downloads too is booming. When the pandemic hit in 2020, businesses were pushed to use WhatsApp for order collections and customer interactions. In contrast to small & medium scale businesses, customer engagement with WhatsApp personalization turned out to be tricky for brands and enterprises. Brands can move to third-party platforms or BSP portals in such cases, which is a tedious process. At Capillary, our experts addressed this situation by adding the WhatsApp Marketing feature to Engage+, a 1:1 customer engagement platform. In addition to WhatsApp, Engage+ also supports other major social engagement channels to address different customer interactions at multiple touchpoints. But before we dive into that, let’s walk you through the benefits of WhatsApp marketing as an engagement tool. 

How WhatsApp Marketing enhances customer engagement

WhatsApp marketing benefits

  • Target massive reach

With over 2 billion monthly active users, WhatsApp outranked WeChat in 2022 and reserved its name as the most popular global mobile messenger app. It’s an affordable alternative to traditional text messaging SMS for international messaging. Furthermore, it lets you convey your message better with rich media elements – photos, videos, documents, voice messages, GIFs, emojis, catalogs, and even the live location.  

  • Drive better user engagement

WhatsApp is known for its fastest delivery time & better engagement in comparison to other social channels. It lets you shape your message with ready templates, send multi-lingual messages, add CTAs to keep it actionable, draft interactive engagement campaigns, and connect with your cross-border audience. 

  • Get engagement analytics

You can track the ROI of your WhatsApp marketing campaigns with insightful reports By studying engagement analytics and harnessing the power of AI, you can make audience segmentation based on different filters to seek better insights into interaction tenures. This will push the messages to your audience at times when they are most likely to engage regularly. 

Getting Started with WhatsApp Marketing with Capillary goes like

Share vitals with us

Brands can fill out a form with vital details like Facebook Business Manager Id, WhatsApp Business number & business address, etc.

We create your WABA

The capillary team will work with a BSP (WhatsApp Business Solution Provider) to create a WABA (WhatsApp business account). 

Start WhatsApp Marketing 

Once the account is created, brands can start sending campaign messages on the WhatsApp channel from engage+.

How Capillary enables brands to boost their conversion rates with WhatsApp Marketing

Leveraging WhatsApp as an engagement channel, marketers can improve conversion rates by pushing the rewards & discount offers. They keep shoppers updated about the latest promotions and increase in-store visits by sharing location & in-store applicable rewards. Also, they can pursue existing shoppers to make them loyal customers by offering loyalty bonuses upon customer registration, customer transactions, tier upgrade, points expiry, and so on. Capillary powers marketers to create and manage WhatsApp marketing campaigns. As a brand, you must strategize your WhatsApp marketing campaign with:  

  • Verified Business Profile

A verified business profile is more impactful than just a WhatsApp business profile. It adds to the credibility of your brand among shoppers and assures them that they are connected with the legible brand. 

  • Pre-approved templates

You can create templates & send them for approval from the Capillary Platform itself. The templates can be of text or media type, and CTA buttons can also be added. You can also check the approval status for the templates you’ve created. 

  • Customer Segmentation

The audience manager feature can help you perform customer segmentation with a combination of 100+ filters for transactional & behavioral parameters. Knowing your audience better, you can plan multiple campaigns to drive better consumer engagement.  

  • Personalization

With our customer data platform (CDP) we help you understand a 360-degree view of your customer profile. With this, we can help you personalize every user’s experience. Send the right product recommendation to the right set of audiences, at the right time, on the right channel. Moreover, you can cross-sell, up-sell, and push real-time, vouchers to increase purchases.  

  • ROI Reporting

Utilizing an in-built reporting tool, track real-time reports & see how your campaigns perform. This gives you an upper hand to do A/B tests anytime to improve your approach to engaging with your audience. No rush, no fuss. Right from the groundwork of WhatsApp marketing to template management, customer segmentation, personalization, and reporting, you can manage it all centrally. 

A look at the top WhatsApp Marketing campaigns

Businesses across all the domains can count on WhatsApp to connect & engage with their clients and customers. Here, we are sharing some of the common use cases where Capillary Tech helped brands prominent fashion brands, retail outlets, supermarkets, and several others to improve their customer engagement. 

The global adaption of WhatsApp as a messenger app makes it one of the best mediums to reach your audience. And we can help you with the right marketing mix of engagement channels that can improve your brand’s ROI & bring greater engagement with mobile marketing. Register your request here for a free demo to get started with WhatsApp marketing for your business, if you haven’t already.