Next Payments’ GSL Plus program realised a significant increase in membership engagement and visitation for Pittwater RSL, increasing turnover with a successful loyalty experience. Using data driven insights and member lifecycle marketing, GSL Plus was able to achieve impressive results for the club and its partner retailers.
GSL Plus was successful in realising an 8.37% increase in spend in venue. The GSL Plus program promotes spending points back in the venue on food and beverage and other entertainment items. Of all the loyalty points converted to dollar value the eftpos prepaid card, 5% of spend occurred back in the venue on food and beverage. Transaction volumes increased almost three times with the launch of GSL Plus in Pittwater RSL.
Portfolio reporting (acquisition, purchase transactions, member loads, promotions, audit) provided clear and transparent data, which allowed the club to optimise promotional planning to maximise effectiveness and return on investment.
Pittwater RSL supported the local community by partnering with retailers through the GSL Plus partner retailer program. The average spend of Pittwater RSL GSL Plus members at partner retailers was approximately twice that spent at non-participating retailers, promoting the reach of member loyalty interactions outside of the venue and providing tangible benefits to the community.
Feedback from members was positive, with members enjoying the new card and its features immensely. Members appreciate that there are no card issuance or transaction fees and enjoy the instant transfer from points to dollars via the mobile app, kiosk, or web interfaces, which are simple to use.