Innovation Helps RBC Lead The Way In Reward Programs
Collecting Rewards Mediaplanet sat with Jacquelina Calisto from RBC who discusses how they rise above other loyalty cards with the variety of rewards offered to their clients.
It’s no wonder that over the last decade, reward programs have become increasingly popular in Canada. Consumers enjoy knowing that every time they pull out their plastic to pay for a purchase, they’ll be compensated — be it in points, cash, miles, or more — for spending their hard-earned-dollars. As loyalty cards’ popularity increased, so too did the choices available to consumers. And Canadians are constantly on the lookout for a reward program that will truly respond to their needs.
RBC Rewards is one of the most popular and long-standing rewards program in Canada. “RBC Rewards is Canada’s largest and most flexible bank-owned proprietary loyalty program, offering significant value to RBC’s clients,” says Jacquelina Calisto, Vice President of Loyalty & Rewards, Digital, Payments and Cards, RBC. “It’s an extremely client centric program focused on giving our clients more ways to earn rewards faster, more ways to save through amazing offers and special perks, as well as more choices to redeem rewards, such as rich travel rewards; financial rewards (like paying off credit card, paying down your mortgage, making investment contributions); and access to exciting merchandise, gift cards, once in a lifetime experiences, and much more.”
Responding to consumers’ needs
RBC is aware that the increasingly competitive rewards market, combined with sophisticated consumers who demand a relevant and flexible reward model, means reward programs must make customer satisfaction a priority. “Our philosophy is to help clients get the most out of their rewards program while providing an exceptional and engaging experience. We have designed our program to provide our clients with the greatest rewards value. We want to make it easier for clients to redeem instantly and more frequently. We also offer more ways to earn faster through several partnerships.
The bank also recognizes the importance consumers place on the usability and selection of a rewards program. “We are laser focused on providing our clients with choice and real value. The breadth of redemption options provides clients with the ability to redeem for what’s important to them,” says Calisto.
The Avion credit card is the flagship of the bank’s loyalty program and is one of the top travel rewards credit cards in the country. “We’re committed to delivering on the promise of ‘any, any, any’ to our Avioners,” explains Calisto. “That’s why we provide clients with the flexibility to book travel on any airline, any flight, at any time — that means no blackout periods, seat restrictions, or points expiry.”
To deliver on its promise of relevancy and ease of use, RBC stays at the forefront of reward program initiatives through a solid commitment to innovation and technology. “Innovation has played an important role in our ability to evolve our rewards program and provide our clients with a differentiated experience,” says Calisto. “Our investments in technology and product innovation such as blockchain, virtual reality, machine learning, and payments, have allowed us to provide our clients with remarkable and unique experiences. For example, most recently clients could explore what RBC Rewards has to offer through a VR experience at our Avion Holiday Boutique.
This willingness to embrace change and invest in the future is clear in RBC’s most recent innovation: the RBC Rewards App. “Mobile has played a pivotal role in shifting consumer behavior to be always on and always connected with instant access to information. We recognize this and felt it was important to provide our RBC Rewards members with the ability to engage with our program on the go — anytime, anywhere,” says Calisto.
“The Rewards App provides our clients with the flexibility and convenience to explore, shop, and redeem their points when they want and for rewards that align with their personal preferences. We want to give our clients options that suit them — whether that’s taking a family vacation, getting a new iPhone, picking up a gift card for their friends, shopping for the latest and greatest merchandize, or making a positive impact in the world by donating to a series of charities. We are committed to providing our clients with engaging and relevant experiences, all focused on providing our rewards members with more value. Our rewards program is a place where we can engage with our clients to provide them with real value beyond points and we’re really excited about that.”