WINGS – A SOLUTION IN ACTION

Cebu GetGo

CEBU PACIFIC AIRLINES’ GETGO LOYALTY PROGRAM

How WINGS helped facilitate Cebu Pacific Airlines’ iconic GetGo Loyalty Program on mobile

Business Challenge

Cebu Pacific Airlines is Philippine’s largest and most well-known low-cost carrier.

The GetGo loyalty program was created in 2014 and had undergone several revamps to create a fully digital loyalty program. At the time, GetGo was building on its success but at the same time saw challenges accessing their partners because of difficult systems and process integrations.

They were also finding difficulty using the large amounts of passenger data they had effectively and wanted a deeper understanding of how their customers chose to earn and spend rewards with their partners.

The airline was looking for a direct means to engage with their passengers and members of the Cebu Pacific GetGo loyalty program via their smartphones. The goal was to improve brand recognition and drive customer loyalty through a branded mobile application for their members with a mobile application that had a strong focus on user experience.

Their biggest challenges stemmed from managing an exceedingly high volume of transactional information being handled, and with consolidating integrations with various airline vendors to ensure a system that provided accurate updates in real-time.

The biggest challenges stemmed from managing an exceedingly high volume of transactional information being handled, and with consolidating integrations with various airline vendors to ensure a system that provided accurate updates in real-time.

Introducing: WINGS

Cebu Pacific partnered with Riverview to create an all-rounded loyalty ecosystem built around the existing GetGo program. Building on the carrier’s strong partner-merchant presence, Riverview crafted a solution for GetGo that comprised of three main components: The WINGS Platform was crafted and created to meet the specific and unique needs of the GetGo loyalty program, and did this by utilizing the recently developed Merchant Management portal. Cebu Pacific could now create promotions, news items and other marketing campaigns to interact with and reward their members with Riverview’s:

  • A browser-based Merchant Services Portal (MSP) for GetGo partners and vendors to use to update, offer rewards and redeem customer points on an easy-to-use interface – A mobile application built for both iOS and Android for GetGo customer to use to update their account preferences; book flights; access their rewards status; earn points for spend with partners in-store and online; redeem points at partners in-store and online.
  • A mobile application built for both iOS and Android for GetGo customer to use to update their account preferences; book flights; access their rewards status; earn points for spend with partners in-store and online; redeem points at partners in-store and online.

Generating Alternative Revenue

WINGS also provided the airline with various other means of generating revenue for the airline:

  • Points Partnerships:
    Selling points to third-party partners for passengers to earn Planned
  • Stamp program:
    Cebu earns a commission on each stamp/point issued, with rewards being funded by suppliers.
  • Pay-per-offer:
    Third-party partners pay only when Cebu members utilise an offer