1

Conversion rate

Defined conversion rate for loyalty program (1 to 1 / 1 to 10 / 1 to 100 etc.)

Sign-off from BKD on Loyalty program proposal: recommendation 1 to 10

BKD

2

Pricing

Identify pricing changes that will happen until loyalty go-live

• Work with BKD analytics / pricing teams to identify such changes

BKD

3

Tiers and rewards definition

Defined tiers and rewards that can be setup in the loyalty platform

• Iterate on initial loyalty proposal, with guest-facing discount and potential pricing changes in mind

Mariann, Daniel

4

Materials

Localized T&C, FAQ, Crew Training Materials, POP

• Daniel to share all materials available

• BKD to localize materials to German market

• BKD to upload final materials to Shelf

• Add assets to Sanity / Braze

Mariann, Daniel

5

Calendar

Initial loyalty / CRM events calendar

Define activations (e.g. double points) and connect to Marketing calendar

Mariann, Anna, Daniel