ICLP and RSA Launch the UAE’s first insurance loyalty programme

With the aim of rewarding existing customers, driving acquisition through direct channels and identifying cross-sell opportunities, RSA (Royal & Sun Alliance) Insurance, one of the world’s leading insurers has partnered with ICLP, the global leaders in loyalty. ICLP was engaged to design, implement, manage and drive engagement in a new insurance loyalty programme – the first of its kind in the UAE. The result is RSA Royalty – a pioneering insurance loyalty programme that rewards customers for purchasing and renewing policies, or referring new customers. Across three membership Tiers, customers can claim rewards from a range of carefully selected partners that deliver the royal treatment, including Accor Hotels, GEO Wash, Jet Airways, JUMBO, Orient Travel, UBER and JadoPado.
Crucially, ICLP demonstrated an in-depth strategic understanding of both the need to acquire customers directly, and the opportunities that could be unlocked using RSA’s existing data assets.
Vidya Veerapandian, Head of Marketing and Communications at RSA: “RSA Royalty builds on our continuous efforts to add value to our customers and present them with the best-in-class experience. We are proud to be the pioneers behind the first-ever insurance loyalty programme which presents unmatched benefits to our customers across the UAE. After 60 years of strong presence in the region, we wanted to reward our loyal customers for their trust and encourage them to refer our services aimed at ensuring peace of mind to their loved ones. RSA Royalty is our way to show our appreciation to customers who contributed to our success for the past six decades. With this programme, we also want to address an industry-wide challenge by increasing insurance penetration levels while also widening our customer base across the motor, home, and travel insurance segments. Given its unique benefits, we strongly believe RSA Royalty is poised for success and we would like to thank ICLP for their support in helping us create a compelling and highly engaging loyalty programme.”
When ICLP was appointed by RSA in June 2016, key recommendations included development of action based triggered communications programme to drive sales, encourage positive behaviour and generate engagement with our programme and partners. These would add value that could attract new customers and increase retention simultaneously.
As a result, RSA can foster and reward customer loyalty while increasing direct policy purchases, acquiring new customers, and adding value.
Sanjit Gill, General Manager at ICLP Middle East, says: “With our strong experience in financial services and travel, we have increasingly seen data become a valuable asset for loyalty. Both industries have rich data that can be harnessed to drive desired behaviours, but maximising its value depends on analytical expertise and strategic thinking. These are the things that we are using to make RSA Royalty such a success.”
To find out more about RSA Royalty, visit http://www.rsaroyalty.ae
NOTES TO THE EDITOR
About ICLP
ICLP is a leading end-to-end loyalty agency that drives customer devotion for clients across multiple sectors including retail, travel and technology. ICLP transforms customer relationships into personalised, profitable and emotional connections.
Blending data analytics, strategy, technology and creative expertise, ICLP delivers customer-centric engagement strategies that help brands to drive acquisition, repeat purchase and advocacy.
With over 25 years of experience and 26 global offices across Europe, the UK, Middle East, Asia and Australia, ICLP drives devotion for global brands including Dunhill, Harrods, L’Oreal, Estee Lauder, The Carlson Rezidor Hotel Group, Espirit, Cathay Pacific and Guess.
ICLP is part of the Collinson Group, a global leader in influencing customer behaviour to drive revenue and value. Collinson Group offers a unique blend of industry and sector specialists who together provide market-leading experience in delivering products and services across four core capabilities: Loyalty, Lifestyle Benefits, Insurance and Assistance.
For more information, visit http://www.iclployalty.comICLP Middle East
The ICLP office in Dubai was established in 1996. We pioneered the concept of loyalty programmes in the Middle East with the launch of the first international-standard frequent flyer programme over 19 years ago. Today, we are recognised the region’s leading loyalty marketing agency, working with clients based in the GCC and Africa including Barclays Africa, OSN, Saudi Arabia Airlines, Qatar Airways, Oman Air, DHL and IHG.