In 2015, Loyalty NZ and ICG created and produced a ‘magalogue’ – a cross between a magazine and the catalogue already being produced for the Fly Buys brand.
Undertaking a completely new type of publishing initiative was a courageous step for Loyalty. Fly Buys catalogues had been successfully mailed to customers for many years. Would they respond well to a change in format? We developed a new editorial concept – but just as importantly, we devised a new commercial model. Designed to maximise fun and engagement, the magalogue (‘Rewards’) delivers mass appeal by suggesting a special reward or gift. Rewards has improved customer engagement and increased redemptions over time. It also highlights where customers can earn Fly Buys points, driving foot traffic into partner stores.
It’s fair to say the rewards have well outweighed the risks. The Rewards magalogue has been so successful in driving redemptions that three editions have now been produced, along with a mini premium guide.