How Citi increased loyalty engagement by 5.1%

Problem

Citi partnered with Mastercard to create a real-time, digital-first and seamless redemption experience using their pay for points program

As the rewards credit card landscape evolved, Citi wanted to enhance its ThankYou program by providing its cardholders with a real -time, ubiquitous points redemption experience.
 

Citi designed and launched Pay with Points with the help of Mastercard’s expertise and its API -enabled, integrated rewards system

Mastercard helped Citi increase their engagement of their loyalty program and improvement of overall brand perception.

The program’s real-time, integrated alerts and capabilities drove significant lift in the total number and size of redemptions, including an increase in first-time redemptions

Additionally, the program improved Citi’s overall brand perception among consumers exposed to Pay with Points.

Mastercard partnered with social media influencers to drive Pay with Points awareness, changing broader consumer sentiment and consideration significantly: