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AARP's loyalty program targets engagement

By Peter Clark, Marketing Factbook

 

In the US, AARP has announced the launch of its new 'Rewards for Good' social responsibility loyalty and rewards programme, which rewards users of AARP.org - generally people over the age of 50 - for engaging with various online tools and information that aim to improve their lives.

In support of AARP's social mission of improving the lives of people age 50+, the programme was designed to reward AARP's online users with points based on their level of online engagement with select self-improvement tools and content-a distinct contrast from the traditional loyalty programmes that solely reward consumers based on monetary transactions.

Points can be earned by participating in hundreds of activities designed to help users enrich their lives through smart saving, healthy eating, dating, retirement tips, and more.

"We wanted to find a way to actively engage our online audience in activities that would have meaningful impact for them and their families, and Rewards for Good does just that," said Sami Hassanyeh, chief digital officer for AARP. "The more you learn, the more you earn, and users will find that there are hundreds of ways to earn points."

AARP's Rewards for Good programme provides immediate value to users who can redeem points earned for more than 200,000 rewards, including exclusive savings from select brands and local merchants. Additionally, points can be used toward live auctions that offer everything from iPads to gift cards, and sweepstakes entries that are used for the chance to win brand name prizes.

Rewards for Good offers a genuine savings off of the lowest prices on everything from electronics to apparel. Participants can also use a combination of rewards currency plus a credit card payment toward the cost of the retail price of products and merchandise from more than 200 participating brands including Lacoste, Macy's, Steve Madden, Kohl's, Fossil and Dooney & Burke.

Anyone age 18 and over can participate in the Rewards for Good programme by simply creating a free account at AARP.org and AARP members earn 50% more points for participating in activities. Rewards for Good is structured to ensure that there is active engagement tied to point accumulation and reinforces the promise that this programme is committed to the well-being of each participant.

For more information, visit
Source: AARP
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