STAR Loyalty Programme Stars

Money for shopping, winning purchases and STAR points every time you buy something - you can have it all with BT's STAR shopping cards. STAR is Banca Transilvania's flagship programme dedicated to customers. With a history that started 10 years ago, it has contributed to changing behaviour when we shop: more and more by phone, in full or in instalments, but also in a new currency, STAR points 😊.

STAR means loyalty points with every purchase or shopping spree with BT credit cards. When customers choose to pay in full at STAR partner merchants, they earn a percentage of the purchase value (up to 10%) back on their card in the form of STAR points, which can be used for further purchases in the STAR network, as 1 point is worth 1 leu. To make all purchases earn, when a customer opts to pay in full, BT awards 0.3% STAR points for all shopping in the country at partner and non-partner shops and 0.1% points for shopping abroad. And when customers choose to pay in up to 24 instalments, shopping is easier and the financial pressure is somewhat reduced. A big step in the programme was the launch of the BT Pay, where STAR cards are in digital format and payment is contactless, with your phone. Last but not least, the STAR card means access to a credit line of up to 5x monthly income.

Talking to Gabriela Nistor, Deputy General Manager Retail Banking and Oana Ilas, Executive Director Retail Products Management & Development, Banca Transilvania, promoters of the program and part of its success:

⭐ How did you come up with the idea of launching a loyalty program for BT cardholders?

The actual idea for the launch came at a conference abroad. A (short 😊) period of research, ideas and debate followed, during which the first steps of the programme were shaped with enthusiasm and courage. STAR was launched at the right time for us, even though there were similar programs on the Romanian market at the time. The idea was based on two ambitions of the bank: to become the best on credit cards and to have the best loyalty program for customers.

BT was then in third place for credit cards and we knew that such a program also helps us to grow as a business because it gives a new impetus, adding value to these cards. Fortunately, the ground for such a programme was ready at the time because the bank had already been issuing credit cards since 2003 and BT's portfolio was approaching 150,000 credit cards out of almost 1.8 million.

⭐Why STAR as a brand?

We remember this stage with pleasure. The name was decided by ademocratic vote 😊 among the teams who contributed to the birth of the programme, emotionally attached to the idea. There was a long list of proposals, from which the most suitable variant for what we saw from the beginning won: that it would be a star programme. The program is about Make a wish! because STAR gets you to what you want quickly and, moreover, it means winning purchases because everything you buy with STAR cards turns into more purchases.

⭐ The STAR programme now, in figures. How has the bank boosted growth on cards?

We can happily say that more than half a million Romanians use our credit cards - STAR cards and that we have become the most representative credit card loyalty program in Romania, with a network of 17,000 physical and online partner stores. Ten years ago we had 700, in complementary areas, so the start was also good, consistent, customers had from the beginning to choose from. The STAR programme is not only an added value for STAR cardholders, but equally for merchants using BT's payment acceptance solutions, who can easily join the programme and thus have access to a representative portfolio of customers. To keep such an ecosystem alive, execution is paramount. If the value offered to customers and merchant partners is not continually refreshed, the programme becomes diluted. So our actions are complementary, from bringing new customers and merchants into the ecosystem to constantly launching new features and offers.

The effort is considerable, day after day. We have had over 2,500 campaigns so far with our partner retailers and there is a need for continuous communication and education. For example, last year alone more than 12 million points were used by customers when shopping, which would have meant as many lei spent on shopping.

 Our ambitions don't stop there, we want to take the STAR programme to the next level, with an increasing focus on online transactions and benefits in a fully digital environment.

⭐What has been thebiggest change STAR has brought to customers' lives?

STAR has changed payment behaviour, for one thing. Basically, it has reversed the balance of power in favour of payments at merchants versus cash withdrawals at ATMs. On the other hand, 96% of credit card transactions are purchases, up from 48% in 2011. Then, because the program means paying in installments and earning points, it has brought customers better budget management. For example, the ability to buy in up to 24 instalments, including large amounts, without paying interest to the bank, has opened up access to products, and so plans that might otherwise have been postponed are being put into action, but the customer hasn't been saddled with a more expensive purchase paid for outright either.

Another big change in behaviour has been the boost to phone shopping through BT Pay. We can also say that the programme has also taught our customers with a new 'currency', STAR, which brings free purchases. The fact that every purchase earns STAR points on the card is much appreciated, everyone loves that. For the programme's merchant partners, STAR means visibility, higher sales and customer loyalty.

⭐ + BT Pay = ❤

Certainly one of the biggest changes in the programme came with the launch 3 years ago of BT Pay. STAR cards are now also in digital format and you have them with you at all times. In addition, money can be managed much, much better: you have access to balance information, transactions, instalment payments, card details - which is very useful when shopping online. In addition, monthly payment obligations for the related credit are made very easily, even automatically if customers want it.

⭐Team STAR, full of stars

Like any project, STAR would not have been possible without the team. It includes people from many areas of the bank: cards, payment card acceptance, contact centre, IT, operations, marketing & communication, as well as colleagues in branches and agencies. All have had a contribution to what STAR has become. We are a jigsaw - each different, but complementary.

We are often asked what we think makes the difference in this programme and we answer each time with the same conviction and pride: TEAM. The STAR team is unique, it is a team with a great cohesion, stable, motivated and with a contagious energy. The nucleus with which we started out is still present now, after 10 years, in the same formula. The team is the promoter of STAR's success - no ifs or buts.

⭐If you were to do something different in the program, what would it be?

The idea of having all your shopping cards under the STAR umbrella from the start. We came up with this stage later, and the rebranding was complex and costly because it involved replacing cards, new campaigns and organising promotions at partner retailers.

What do we think this 5⭐ program is worthwhile for? 

Basically, each of the program's stakeholders deserves 5 stars, to each we could say

You're a star: customers, traders and team. Basically, they all made the programme what it is today.