Client Partnerships

Hybrid Theory finds new customers for Avios with personalised ads and achieves a 19% uplift in conversions

Avios wanted to build awareness of their loyalty scheme to increase customer engagement and encourage consumers to collect Avios when online shopping.

They partnered with Hybrid Theory to understand when people were in market for products available through the estore, and the personalized ads increased Avios’ reach by reminding consumers that via the Avios eStore, they could collect Avios when making the same purchase.

The Challenge
The global loyalty industry is growing at 10% per annum, but in a cluttered marketplace there is a decline in consumer engagement. As leaders in travel rewards, Avios has nearly a thousand online retail partners through which to collect Avios, but the increasingly noisy online environment, makes Avios’ biggest challenge targeting the right consumers to make them aware of the relevant opportunities to collect Avios at the critical moment in their customer journey.

The Solution
Hybrid Theory’s technology was able to predict the Avios eStore retail category that an individual was in market for, and build a tailored ad featuring that category and the Avios earn rate (no. of Avios per £ spent) available. Customers were served an ad and reminded at the exact time that they were shopping for a relevant product, that they could purchase it through Avios’ eStore to collect Avios. The strategy was hyper-targeted (finding relevant customers and using tailored ads built in real time), so it reduced media wastage and therefore cost.

The Result
Hybrid Theory’s personalised ad was A/B tested against an Avios non-personalised ad and achieved a 6% uplift in traffic and most importantly a 19% uplift in partner exits, showing not only an increase in traffic, but qualified traffic. Average CTR% increased 66% throughout the campaign and achieved results significantly higher than the industry benchmark.

Hybrid Theory’s personalised ads achieved


uplift across site lands and conversion compared to non personalised ads

Working with Hybrid Theory and iProspect we have found a really effective way to reach our customers, with very relevant and timely personalised ads, which not only show our customers all the great ways they can collect Avios through our eStore but drive real value to our business through increased collection.

Nicola Chrome
Content Marketing Manager