6

Feb

Randy Petersen has the details on a new trend (after all, one is a data point but two is a trend…) in personalized loyalty program membership cards.

Priority Club is offering to let members put the account numbers of their other programs on the back of their membership card (link requires account login). This is brilliant. Some members will like to be able to just carry a single card with all their info. And Priority Club gets their card a position of priority in members’ wallets. Great for branding identity. Marketer’s dream to have a member whip out their Priority Club card whenever they need to enter their Hilton or Marriott membership number!

Of course, if they’re smart they’ll also build a database of which members belong to which other programs, and cross-market appropriately.

Starwood is offering to put pictures from several of their aspirational properties on member cards. (Personally styled cards is something the credit card industry has used for awhile. Some folks want the credit card with the best terms. Others just like to use the one with their kitten on it.)

This isn’t quite as bold or personalized a move as Priority Club’s, but Starwood is (1) customizing to member tastes (within a narrow band of choice), perhaps earning a better place in member wallets while (2) reminding their members that the dream trip they are most interested in is within their reach, if only they earn more Starpoints.

Again, smart move. But for me it would just be a constant reminder of the extortionate pricing in points for the W Maldives…. (And I’m really glad I redeemed for the Bora Bora Nui before they credited a redemption category 7!)

2 Comments

  1. Ralf said,

    Offer is good for “Elite members” only

  2. AwardWallet Giveaway: Win a Personalized Loyalty Program Membership Card - View from the Wing said,

    [...] in 2008, Starwood and Priority Club started offering personalized membership cards. Priority Club let you put other program account numbers on the card, in their quest to be the card [...]

    3. Add A Comment

home | top

View from the Wing is a project of Miles and Points Consulting, LLC. Some links to credit card and other products on this website will earn an affiliate commission, and this website has a financial relationship with several credit card issuing banks. All content unless otherwise noted or quoted is the author's own, and not provided or commissioned by any other entity. Opinions have not been reviewed, approved, endorsed, or likely even edited for typos and grammatical errors by any other entity. Occasionally a travel or other product provider may offer a complimentary item, most often that is the source of giveaways, but the author of this blog may also occasionally benefit from the blog's popularity and your travel experiences may differ This site is for entertainment purpose only. The owner of this site is not an investment advisor, financial planner, nor legal or tax professional and articles here are of an opinion and general nature and should not be relied upon for individual circumstances.

DISCLAIMER: This content is not provided or commissioned by American Express. Opinions expressed here are author's alone, not those of American Express, and have not been reviewed, approved or otherwise endorsed by American Express. This site may be compensated through American Express Affiliate Program.