7-Eleven Malaysia launches a premium loyalty program that entices consumers with an appeal to collectibles. Running until April 19th, the rewarding initiative will have consumers growing a Hello Kitty Career Plate collection. As the name might suggest, the illustrations depict Hello Kitty in different career scenarios—from a firefighter and an entrepreneur to a pilot and a banker.
There is a total of 29 one-of-a-kind designs, inspired by Sanrio's cult-favorite cartoon character. With every purchase, customers will be rewarded with a sticker. Bonus points will be given out for purchases from brands like Cadbury, Mentos, and Wonda. Customers need to have 14 stickers before being able to claim a unique Hello Kitty Career Plate from the collectible premium loyalty program.
Collectible Premium Loyalty Programs
7-Eleven Entices Malaysian Consumers with Hello Kitty Plates
Trend Themes
1. Collectible Loyalty Programs - More companies may incorporate collectibles into their loyalty programs to drive engagement and repeat purchases.
2. Character-based Premium Rewards - Brands may leverage popular cartoon or movie characters to make their premium rewards more appealing to customers.
3. Gamification of Loyalty Programs - Loyalty programs that incorporate a game or challenge element may incentivize customers to make more purchases.
Industry Implications
1. Retail - Retailers may incorporate collectible loyalty programs as a way to differentiate themselves from competitors and drive sales.
2. Confectionery - Confectionery brands could partner with retailers to offer bonus points or stickers for purchases, incentivizing customers to choose their products.
3. Food and Beverage - Food and beverage brands may look into incorporating character-based rewards or gamification into their loyalty programs to increase customer loyalty and retention.