# Collectible Premium Loyalty Programs 7-Eleven Entices Malaysian Consumers with Hello Kitty Plates By Kalin Ned | Published 2020-03-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/premium-loyalty-program References: [thesundaily.my](https://www.thesundaily.my/media-marketing/calling-all-hello-kitty-fans-BC2105254) & [7eleven.my](http://www.7eleven.com.my/) [7-Eleven](https://www.trendhunter.com/trends/sanrio) 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](https://www.trendhunter.com/trends/baker-baker-and-cadbury), [Mentos](https://www.trendhunter.com/trends/mentos-sour-tones), 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. Image Credit: 7-Eleven ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 48% | Activity: 59% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Collectible Loyalty Programs:** More companies may incorporate collectibles into their loyalty programs to drive engagement and repeat purchases. - **Character-based Premium Rewards:** Brands may leverage popular cartoon or movie characters to make their premium rewards more appealing to customers. - **Gamification of Loyalty Programs:** Loyalty programs that incorporate a game or challenge element may incentivize customers to make more purchases. ### Where This Applies - **Retail:** Retailers may incorporate collectible loyalty programs as a way to differentiate themselves from competitors and drive sales. - **Confectionery:** Confectionery brands could partner with retailers to offer bonus points or stickers for purchases, incentivizing customers to choose their products. - **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. ## Related on Trend Hunter - [Loyalty-Based Rewards Programs](https://www.trendhunter.com/trends/nescafe-dolce-gusto.md) - [Expansive QSR Toy Ranges](https://www.trendhunter.com/trends/hello-kitty-happy-meals.md) - [Cartoon Mashup Qsr Meals](https://www.trendhunter.com/trends/hello-kitty-tmnt.md) - [Reimagined Fast Food Mascots](https://www.trendhunter.com/trends/hello-kitty-and-mcdonalds.md) - [Festive Cartoon Plushies](https://www.trendhunter.com/trends/sanrio.md) - [Filipino Restaurant Rewards Programs](https://www.trendhunter.com/trends/jolly-rewards.md) - [Adorable Cartoon-Themed QSR Meals](https://www.trendhunter.com/trends/prosperity-meal.md) - [Anime-Inspired QSR Deals](https://www.trendhunter.com/trends/mcdonalds-5.md) - [Cartoon Cat Dessert Collections](https://www.trendhunter.com/trends/hello-kitty-birthday-double-cup.md)