Telstra's mobile loyalty scheme gets conversion of 20%

Rosie Baker
By Rosie Baker | 24 February 2015

Telstra is rolling out Treats - its geo-targeted mobile loyalty program - nationally, following a successful trial in Sydney's CBD that saw conversion rates of 20%.

Treats, which was first revealed in AdNews last year, uses location data to send customers targeted offers for local retailers and cafes based on personal preferences.

The discounts and offers Telstra customers receive are based on location, age, gender, time of day and their personal preferences.

For example, a customer walking past a Mad Mex restaurant in the evening might receive a mobile voucher for a free drink if they purchase a burrito.

Someone that frequently visits a gym that participates in the scheme might be sent discounts on exercise classes.

In the Sydney pilot between July and December last year, Telstra targeted 10,000 customers. It now has 24,000 users of the app. More than 716,000 mobile impressions were served during the pilot. Nearly 7% of app users viewed the offers and 21% of those that viewed the offers saved it for redemption.

Treats is an extended part of Telstra's Thanks program and will now be extended to Perth, Adelaide and Brisbane, after rolling out in Melbourne in December. It will then launch in Darwin, Canberra and Hobart later this year.

National retailers including Sportscraft, Bonds and Grill’d have signed up to the programme, as well as independent local operations in each city.

Telstra said that the mobile scheme “shines the light into a future where we use the data we have for the benefit of our mobile network users”. 

The platform was built by Vivant and is a product of Telstra Labs.

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