IHG launches an integrated shopping rewards program

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InterContinental Hotels Group (IHG) has launched an integrated shopping rewards program, Priority Club Shopping, on August 3 that will enable IHG Priority Club members to earn loyalty points for shopping with more than 600 retailers, said Mark Shepherd, director of partnership programs at IHG.

The program, which is powered by Cartera Commerce technology, enables IHG's more than 58 million Priority Club members to earn points by shopping online, in-store, by catalog and telephone.

“Priority Club Shopping is a great way for our members to engage further with our program,” said Shepherd.

IHG launched an email and social marketing campaign in support of the program. Marketing materials will also run on the priority club's site, as well as all IHG branded sites.

The marketing campaign was designed by Ogilvy & Mather. Ogilvy has been IHG's customer marketing agency of record since April. Digitas previously worked with IHG on its loyalty marketing programs.

The marketing campaign includes an incentive promotion that will award consumers up to 1500 points for the first $100 spent from August 3 until August 15 (or 2000 points for every $100 spent with the Priority Club Visa card.) Typically consumers earn two to five points for every dollar spent depending on the merchant involved.

Participating merchants include Sears, Macy's and Brookstone.

IHG revamped the look and feel of the Priority Club Rewards program in March to satisfy consumer preferences.

IHG selected Cartera Commerce after an RFP conducted roughly one year ago. Approximately 12 technology providers participated in the RFP. Shepherd would not reveal the participating companies.


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