Leading mobile telecommunications innovator Etisalat Lanka recently launched ‘Epic Rewards,’ a loyalty program open to all its post-pay and prepaid voice and data customers. Epic Rewards is an ‘opt-in’ program which gives the customer the choice of joining and selecting their preferred reward category.
Commenting at the Epic Rewards media conference, Etisalat Director/ CEO Dumindra Ratnayaka said: “As we embark on another milestone, we are privileged to introduced ‘Epic Rewards’ one of the most innovative loyalty programmes to be launched in the Sri Lankan mobile market. For
the first time, customers are given the option of joining a loyalty program and the opportunity for them to select their reward. This is our way of saying ‘Thank You” to our base of over four million customers. In addition, Epic Rewards will be different because we will not only provide special offers at merchant outlets, we will also offer events and experiences to our customers.”
Once the customers choose to join Epic Rewards, they are presented with five personal preferences from which they can choose three. These preferences are: fashion and entertainment, travel and leisure, sports and health, dining and household and business and learning. Several options are available for customers to join this program; that is by dialling 7272, or #7272# from their Etisalat mobile, contacting the Etisalat call centre or by visiting any one of Etisalat Flagship stores located islandwide.
Epic Rewards will communicate its offers to the members via SMS, e-mail, voice and social media. Wherever possible, the merchants will be in the same area as the Epic rewards member. The points Epic Rewards members earn will be called ‘Rings,’ which the customers will start to earn by continuing their commitment to Etisalat, for post-pay bill payments, for prepaid reloads, subscribing to VAS, purchase of devices and more. ‘Rings’ can be redeemed through offers at participating partner merchants and at selected events offered exclusively for Epic Rewards members.
Further elaborating on the loyalty program Etisalat’s Senior Manager – Prepaid Marketing and Customer Loyalty, Shameel Bishri said: “We always want to give the best to our customers. So we have chosen these preferences according to the interests of our customers based on customer lifestyle management through research conducted to develop this program. Within these preferences, Epic Rewards will select both events and merchants that most closely match the preferences of each individual within the program. This ensures that our corporate proposition of ‘It’s about you’ is followed.”
Etisalat has chosen the merchant base together with its Strategic Partner – Direct Solutions for the program. They bring forth a wealth of expertise and experience in customer centric marketing through direct, digital and loyalty marketing concepts to design and develop the Epic program. Direct Solutions have created and delivered numerous customer loyalty and CRM programmes, both locally and internationally.
Commenting on the Epic Rewards merchant network, CEO of Direct Solutions, Priyanga Hapugalle said: “A number of benefits that would benefit Epic Rewards members were kept in mind when selecting merchant partners. These included the islandwide branch networks so that the members have easy access, special services and products that are relevant to member preferences and special offers during seasonal times throughout the year. In addition merchants will be approached on a regular basis and encouraged to create offers that would be highly attractive to Epic Reward members.”
Epic Rewards members will also have the opportunity to participate in a number of island wide events as well as those held exclusively for the members. These events will also closely match member preferences and can take many forms. These include; special seats at key sports matches, fashion shows or music shows, reduced price entry to business conferences and events, special travel tickets to religious events and weekend breaks at beach festivals.
The other features that sets apart Epic Rewards from other loyalty programs include; the change of merchants, non-expiration of Epic Rings, and the ability of members to move up the value table to increase the value of their rings and a greater variety of offers.