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Loyalty programmes support the emotional perception of a company and trigger human psychological needs to bind customers to that brand and the overall product experience.
Focusing on being valuable, relevant and engaging has proven to be the key to a successful mobile loyalty programme.
With several gamification elements and patterns Open Reply created a playful and rewarding system to present programme benefits and to keep track of progress, self-monitored events and bonuses.
Supporting the emotional perception of a company and triggering psychological needs develop their full potential within the mobile usage scenario where highly personalized and emotionalized devices stand in an omnipresent communication between customer and company.
Building on their experience with the successful creation of strong loyalty apps, Open Reply uses patterns of user experience design to address basic psychological needs like security, autonomy, relatedness and self-competence.
In order to create a valuable, relevant and engaging loyalty programme, Open Reply rearranged information architectures, elevating core values & benefits of the program to top level. Creating relevance by providing information just in the right time and in the right place via push notifications and adaptive app behaviour, dynamic interfaces that learn and evolve with the individual user, results in an intimate and emotional connection with the app. This in turn fuels the strong brand connection a user develops with the programme and eventually pushes engagement.
The implementation of gamification elements and a motivating rewards system increases retention and encourages reoccurring usage scenarios. With this direction Heinemann progresses towards a more prominent brand, an effective communication that creates successful and innovative brand experiences through an intelligent and useful mobile loyalty programme.
Open Reply is a Reply Group company specialised in digital transformation, mobile solutions and networked platforms. The company offers cross-industry consulting services and conceptual design, creation, development of solutions based on mobile technology with the aim of strengthening the customer’s market position in the long term through a state-of-the-art digital experience.
Gebr. Heinemann is one of the world's leading players in the international travel retail market. The company is the market leader in Europe and the only family-owned company among the global players in the industry. As a distributor, the company supplies more than 1,000 customers in over 100 countries. Heinemann operates more than 340 Heinemann Duty Free & Travel Value shops, licensed brand boutiques and concept stores at 74 airports in 28 countries as well as shops at border crossings and on board cruise ships. The family-run company has developed a brand concept to make its Duty Free & Travel Value shops unmistakable. The Heinemann Duty Free brand is now present at numerous airports worldwide and operates its largest duty free shop at an airport at Sydney Airport. Gebr. Heinemann serves more than 40 million retail customers annually on an area of around 160,000 square metres. The family-owned company has been based in Hamburg's HafenCity since 1879. It is managed by cousins Claus and Gunnar Heinemann and Gunnar’s son and CEO Max Heinemann, the fourth and fifth generation of the family to run the business hand in hand. More than 8,000 people work for Gebr. Heinemann worldwide.