during a marketing workshop, Consoflash and app’s miles® jointly defined the actions to be rewarded and the activation campaigns to be set up in order to increase the frequency and depth of use of the app.
the rules here are simple: users must identify themselves in order to participate in the programme. once logged in, they perform actions in the app, allowing them to earn points which they can then exchange for partner rewards.
to test activation effectiveness, app’s miles® set up a control group, in accordance with the rules laid down in the GDPR: 10% of the target population are not exposed to the activation programme, but their interactions are tracked and compared to those of customers who do have access to them. consequently, the activation results can be considered significant.