What is a loyalty scheme?
Loyalty schemes are programs which encourage consumers to make continuous purchases with a brand by rewarding every purchase with a valuable incentive. Also referred to as reward programs or loyalty programs, these programs often include added discounts and free merchandise for consumers. This is a way through which companies appreciate their loyal customers as well as gain important information concerning their customer base.
Loyalty schemes from Australia’s major networks
There are three major telecommunication networks in Australia.
These networks operate independently as well as provide the cellular coverage and bandwidth for dozens of functioning MVNOs (Mobile Virtual Network Operators).
Each network has created a valuable reward scheme as a means of appreciating their existing customer base and attracting new ones:
The VeryMe Rewards Scheme can be accessed via Vodafone’s mobile app. Source
Introducing Telstra Plus
Telstra Plus is a reward system geared at appreciating Telstra’s already existing subscribers. Telstra Plus is set to replace the network’s already existing reward program called the Thanks Reward Scheme.
Launched April 2nd, Telstra Plus allows subscribers earn points per purchase on Telstra products/services. These points can then be cashed in towards rewards and special offers.
Introducing Optus Perks
With Optus Perks, subscribers are able to purchase special offers and rewards through the network’s mobile application or the program’s website.
This service has been operational since 2015.
Launched in November 2018, VeryMe is a reward program that grants Vodafone mobile users access to special offers and rewards via the network’s official mobile application.
These rewards – available on a daily/weekly basis – are carefully tailored to suit the interests of the individual subscriber.
Comparing loyalty schemes: Telstra Plus, Optus Perks, and VeryMe
Telstra Plus, Optus Perks, and VeryMe offer rewarding offers and incentives to subscribers. An in-depth look on what each scheme offers can help highlight both strong and weak points. For this in-depth look, a number of factors, including the following, will be considered:
On Telstra Plus, existing members of the Telstra Thanks program are automatically eligible to register for the service. Subscribers who operate business accounts are currently ineligible to join Telstra Plus. In order to successfully become a part of the reward scheme, subscribers must meet three crucial criteria:
- You must be 18 or older.
- You must have an active Telstra personal/consumer service.
- You must have a Telstra ID.
All registration is done via the company’s website.
Optus Perks presents a different set of requirements for eligibility to the scheme. All Optus subscribers who have an active, eligible service can access Optus Perks. Subscribers on certain Optus services – including all corporate services – will not be able to access Optus Perks, however. Customers can register via the network’s official mobile app or Optus Perk’s official website.
Subscribers on Vodafone’s Pay As You Go (PAYG) and Pay Monthly Plans have access to the VeryMe program. For PAYG subscribers, a minimum expenditure within the past 6 weeks is required to access the rewards program. In order to access the scheme, subscribers are expected to download the latest version of the Vodafone application to their smartphones.
VeryMe is only available to mobile subscribers.
- Offers and rewards
On this scheme, offers and rewards are available per membership tier. Telstra Plus offers three membership tiers, all assigned to subscribers upon registration, and based on the average yearly expenditure of the subscriber. The higher the tier, the more valuable the rewards.
It is important to note that membership tiers can be upgraded during the membership year.
These membership tiers are:
- All Members
- Silver Members
- Gold Members
Membership tier and rewards. Source: Whatphone
The exact variety of rewards available to each category is yet to be announced by the network. However, the network has stated that the rewards program will be inclusive of discounts on tickets, special packages, VIP services, and actual hardware.
On Optus Perks, subscribers are presented with tailored rewards and offers from which purchases can be made. These rewards are available on a daily/weekly basis.
Optus Perks – unlike Telstra Plus – does not offer membership tiers. Instead, subscribers can purchase special offers and rewards available on the network. Each gift/reward comes with its own unique set of terms and conditions. On the program, one can expect to find offers such as discounts on tickets – movie or concert – and paid vacations – within and outside the continent.
Offers being displayed on the Optus Perks official website. Source
From time to time, perks known as ‘Other Perks’ are offered. These perks are not mentioned in the program’s terms and conditions and are subject to availability.
Much unlike Telstra, Optus Perks is inclusive. It does not reserve the biggest offers for the biggest subscribers.
VeryMe – just like Optus Perks – presents tailored offers to subscribers on a daily/weekly basis and has no membership tiers. VeryMe rewards include incentives such as:
- Discounts on movie tickets
- Discounts on electronic appliances
- Free food/gift items
On VeryMe, gifts and rewards are very inclusive. Unlike Telstra Plus, the biggest rewards are not reserved for the biggest subscribers.
- Consumer Responsibilities
Of all loyalty schemes, Telstra Plus has the least subscriber responsibilities.
In order to enjoy rewards, Telstra Plus subscribers must maintain minimum monthly/yearly expenditure in conjunction with their membership tier. The higher the tier, the higher the minimum average expenditure.
Optus Perks presents the most responsibility to subscribers. With this scheme, subscribers are advised to closely monitor their gifts/rewards. This is due to the fact that the company reserves the right to modify any perk without advanced notice.
Offers which require payment will only be processed after full payments on the service have been rendered. Optus will not be held liable for sending physical rewards to incorrect addresses as well.
The unpredictable nature of the network often discourages customers from subscribing to the service. It is advisable to tread with extra caution while dealing with Optus in this regard.
On VeryMe, subscribers are only required to fulfill a few responsibilities. VeryMe requires the subscriber’s device to be compatible with the application. For Pay As You Go (PAYG) subscribers, a minimum recharge must be within 6 weeks to access these promotional offers.
Final words: Making a decision
These major telcos have made some impressive loyalty schemes available this year. With diversified opportunities and rewards, picking the reward system to subscribe to is solely a matter of personal choice. By weighing the above factors, individuals can deduce what scheme would fit their needs better. Will it be Telstra Plus’s exclusive gold membership, Optus Perk’s coveted purchase packages, or VeryMe’s all-inclusive rewards and gifts? The choice is entirely up to you.