06_Asia_Customer_Loyalty_PrereadPublication
Malina’Q2: What role does loyalty points play in this strategy
Enable Customers to unlock the compelling incentives and values in Watsons Points
Value Perception
Accumulated Motivation
Small Points, Big Impacts
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Making Points Feel Valuable
Creating Desire to Collect Points
Empowering Minor Point Balances
• Exclusive Only-with-Points experiences : Some benefits can only be redeemed by points, not cash.7X points fly on Sundays, periodically adding on 20X points fly for specific categories • Exciting Redemption Options : combine with emotional rewards — free products, exclusive experiences, early access and etc..
• Milestone Rewards : Bigger bonuses when crossing thresholds (e.g., "Hit 500 points, get an extra 100 points"). • Gamification : Missions like “Shop 3 times this month, earn 300 extra points!”
• Point multipliers : Allow members to bet a small number of points for a chance to multiply them through games • Cash + Points : Provide PWP with Point plus Cash: at least 8 FMCG items per promotion period or Lucky Draw for any point use • Point Sharing/Donation : Allow points to be gifted, transferred, or pooled among family/friends — social value amplifies perceived value.
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