Subway’s Subcard named best food retail loyalty programme in inaugural awards

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Chris Ward, founder and CEO of Blue Dot, enjoys The Loyalty Awards catwalk after winning the award for Best CSR Initiative linked to Loyalty

Chris Ward, founder and CEO of Blue Dot, enjoys The Loyalty Awards catwalk after winning the award for Best CSR Initiative linked to Loyalty

Top names in the loyalty business from Europe and the Middle East have celebrated the inaugural Loyalty Awards and set the benchmark for best practice.

Subway won the Best Loyalty Programme of the Year – Retail: Food for its Subcard 2011 campaign while BP won the non-food retail category for its joint Nectar Winning in 2011 initiative.

David Johnston, president and CEO of prime sponsor Aimia, said: “At last loyalty programmes and loyalty marketers are being recognised for the contribution they make to improving customer relationships and building long term profitability. For too long, the marketing industry has over emphasised advertising as the symbol of what the marketing department does.”

Annich McIntosh, editor of Loyalty Magazine and a co-founder of the awards, said she was delighted to see so many well known names in the audience, but said it was also important to pay tribute to those who can usually be found beavering away in a backroom somewhere and who don’t often gain glory for their achievements. 

“Feedback has been extremely positive. People have been delighted with the razzmatazz of the evening and really appreciated the chance to widen their contacts. Lots of attendees have said it has raised the bar for loyalty and they are determined to be even more active in terms of entries and participation next year. Twitter has been absolutely buzzing with comments.”

Host for the evening was comedian Stephen Mangan of BBC TV’s Golden Globe winning Episodes, and the charity, for which over £7,000 was raised, was The Prince’s Trust.

Achievement awards
The Outstanding Contribution to the Loyalty Industry was awarded to Sir Terry Leahy, former CEO of Tesco, who told the audience how important Clubcard had been to the success of the retailer.

Andrew Mann, who has worked for both Sainsbury’s and Tesco during his career, and who is known as Mr Data, won Loyalty Industry Personality of the Year.

The winners
The category winners of The Loyalty Awards 2012 are:

Best Use of Technology in a Loyalty Programme – Turkcell for Turkcell Farmer Package

Best Use of Customer Analytics/Data in a Loyalty Programme – Homebase for Homebase Share of Wallet

Best Loyalty Programme of the Year – Retail: Food – Subway for Subcard 2011

Best Loyalty Programme of the Year – Retail: Non-food – BP for BP and Nectar Winning in 2011

Best Loyalty Programme Marketing Campaign of the Year – Spar Hungary for You Can Be a Masterchef/WMF

Best Use of CRM in a Loyalty Environment – British Airways for Executive Club Personal Recognition

Best Loyalty Programme of the Year – Financial Services – Alpha Bank for Alpha Bank Bonus Loyalty Programme

Best Loyalty Programme of the Year – Utilities – British Gas for British Gas Nectar Programme

Best CSR Initiative linked to Loyalty – Blue Dot

Best Use of Communications in a Loyalty Programme – Nectar and EasyJet for The Launch of the UK’s largest Airline, EasyJet to the Nectar Programme

Best Loyalty Programme of the Year – Mobile – Vodafone Turkey for Vodafone Turkey “Kirmizi Avantaj” Programme

Best Loyalty Programme of the Year – FMCG – Kenco for Kenco MVS

Best Loyalty Industry Innovation – Garanti Payment Systems for Garanti Payment Systems

Best B2B Loyalty Programme – Dulux Decorator Centres for Dulux Decorator Centres Partnership with the Nectar Business Loyalty Programme

Best Coupon or Voucher Based Loyalty Programme – Commerzbank for Commerzbank AG – Member gets Member

Best Card Based Loyalty Programme – Nectar for Nectar: A Renaissance in Loyalty

Best Use of Social Media to Enhance Loyalty – Debenhams for Empathica GoRecommend Advocacy Engine

Best Customer Service in a Loyalty Programme – OPET for OPET Excellent Service Programme

Best Loyalty Programme of the Year – Travel & Entertainment – British Airways for Executive Club

Best New Loyalty Programme of the Year – British Gas for British Gas Nectar Programme