The Objectives

• Foster Deeper Relationships: Shift from a transaction-based model to one that rewards loyalty, aiming to increase customer lifetime value.

• Enhance Customer Satisfaction: Deliver exclusive, personalized experiences to boost customer satisfaction.

• Drive Membership Growth: Consistently increase loyalty program membership each year using incentives like sign-up bonuses and referral programs.

• Improve Conversion Rates: Convert casual shoppers into loyal members by offering instant rewards and flexible options at the point of sale.

• Leverage Data for Growth: Enhance the accuracy of customer data to enable more effective and targeted marketing campaigns

The Solution

To meet these objectives, Summarecon partnered with Coniq to launch the Villaggio Privilege Club (VPC), a comprehensive loyalty program designed to deliver a modern, rewarding customer experience. The solution was built around an app-based platform with integrated receipt scanning, allowing members to easily earn points and access benefits by uploading transaction data. The program's design centered on a tiered system (Silver and Gold) to incentivize engagement and reward high-value customers.

Key features of the solution included:

• App and Receipt Scanning: The program was built on a mobile app, providing a seamless digital experience. Members could scan their receipts to earn points, providing Summarecon with valuable, first-party data on customer spending habits.

• Tiered Membership: The Silver and Gold tiers provided a clear path for members to unlock greater benefits, such as enhanced parking privileges, birthday bonuses, and exclusive access to a VIP Lounge.

• Diverse Rewards: The program offered a wide range of rewards beyond simple discounts, including access to exclusive events, personalized shopping assistant services, and vouchers for toll and petrol.

• Marketing Funnel: The Villaggio Privilege Club is already leveraging a successful multi-channel marketing approach that has driven strong engagement across the outlet. The program is set to become its most powerful organic sales engine, launching laser-focused campaigns that will directly increase conversions and fuel sales growth. 

• Targeted Activations: Summarecon leveraged the platform to run targeted campaigns and events, including:

  • Sign-up Bonus: A welcome bonus of 20 Privilege Points (worth IDR 1M) for new members.

  • Exclusive Brand Offers: Special discounts from top-tier brands like Coach, Adidas, and Michael Kors, tailored to VPC members.

  • Gamified Promotions: Lucky draws with high-value prizes like Apple Watches and iPads to drive engagement.

  • Flash Sales: Timed promotions like the "Payday Flash Sale" and "Payday Sneaker Sale" to create a sense of urgency and drive immediate transactions.

The Results

Since its launch, the Villaggio Privilege Club has demonstrated remarkable success in achieving its core objectives, validating the shift to an experience-driven loyalty model. In less than six months, it acquired over 10,000 members who have redeemed over 90 offers more than 8,600 times, generating significant revenue. The program is highly effective, as customers are spending significantly and making multiple purchases per visit. This success is largely due to the extensive participation of numerous brands, creating a compelling environment that encourages repeated engagement and strong financial performance.