Case Study: Citi achieves global, locally relevant loyalty and higher member engagement with Loyalty360

Creating Global Loyalty on a Global Scale

Citi faced low engagement and satisfaction with its legacy rewards programs and set out to make its ThankYou Rewards offering a global, customer-first loyalty platform. The Loyalty360 case study highlights Citi’s challenge to consolidate disparate regional programs, deliver locally relevant experiences, and raise the program’s priority across the bank to become the industry’s preeminent loyalty offering.

Loyalty360 documents how Citi rebuilt ThankYou Rewards on a scalable, flexible platform—adding localized content and marketing toolkits, deepening partnerships (airlines, hotels, retailers), launching Pay with Points and standardized APIs, and improving mobile redemption and employee incentives. The results were measurable: mobile redemptions rose to over 20% of total redemptions with a 25% year‑over‑year jump in mobile access, Australia saw a 65% increase in redemptions, online travel redemptions climbed from 54% to 82%, and U.S. redeemers spent 3.5x more (wallet size +50%, revenue +30%), according to Loyalty360.

Citi