O2 launches BA-style Priority Club scheme

o2O2 is launching a customer loyalty scheme that aims to reward customers with new services and benefits, including discounts at The O2, the entertainment complex at the former Millennium Dome. It claims it is the first of its kind for the mobile industry.

The O2 Priority Club will be available to customers who spend more than £35 per month and will be split into three tiers, Silver, Gold and Platinum, depending on customers’ monthly spend.

O2 will offer incentives such as free texts or minutes, music downloads, restaurant discounts at The O2 and special partner offers to the members of its Priority Club.

Customers in the Platinum tier, its premium offer, will receive personal account management, early upgrades and exclusive VIP ticket offers for The O2 and other O2 sponsored events.

Marketing director Peter Rampling says that O2 aims to replicate the success of reward schemes in the airline sector. “Through the O2 Priority Club we will be able to better reward our high spending customers, which will ultimately help us keep our customers more satisfied.”

Earlier this month, O2 split its marketing director responsibilities between Rampling, previously head of consumer marketing, and Alistair Johnston, head of prepay marketing. Marketing director Sally Chowdry is on maternity leave.

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