How Uber gift cards increased TELUS customer engagement by 3x
TELUS is a dynamic, world-leading communications and technology company with $17 billion in annual revenue and 18 million customer connections spanning wireless, data, IP, voice, television, entertainment, video, and security, healthcare and agriculture. TELUS Rewards is an industry award-winning loyalty program that is the only loyalty program of its kind offered by a Canadian telco. Customers with 2 or more eligible services are automatically enrolled and start earning points right away, just by paying their monthly bill. They can then redeem their points for a variety of items, including e-gift cards, bill credits, contests, and more.
Integrating Uber gift cards into TELUS Rewards
To keep existing customers and incentivize new ones, the TELUS Rewards team searches for new, diverse offerings. “We’re always looking at ways to bring more relevant things into our own program,” says TELUS Rewards Senior Marketing Manager Asif Akhtar. Because Uber is a well-known brand,” he adds, “Uber gift cards were a great way to bring that to life.”
In addition to simply bolstering the TELUS Rewards portfolio, the team wanted to experiment with time-bound offers and worked with Uber for Business to devise a test campaign. For a one-month period in fall 2022, members could redeem 85 points and receive a $100 Uber gift card, as opposed to the 100 points it would normally cost.
It was a massive success, resulting in a huge spike in customer engagement on the TELUS Rewards platform. When compared with the same period in 2021, the time-bound offer increased net volume by 312% and incremental sales by 626%, proving to the Rewards team that time-bound offers are a great way to encourage swift member action. The Uber gift card offer was compelling and helped convince many members to redeem their points, which take a considerable time to accrue.
Future TELUS campaigns with Uber for Business
Akhtar is confident about the future of the relationship between TELUS Rewards and Uber for Business. The Rewards team plans to launch another offer using gift cards and is having conversations about additions, like Uber One subscriptions. “This test,” says Akhtar, “has proven there’s a lot more we can accomplish, as an extended team across both companies, to bring more value to our customers.”
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