IQOS CLUB – A Tool for Premium Customer Experience

Recently, IQOS users in the country received IQOS CLUB as a new benefit in their smoke-free world. What is this club that recognizes loyal users and what benefits it offers, shared with us Gjorgi Lazarov - User Experience Manager at Philip Morris Tutunski Kombinat Prilep.

What is IQOS CLUB and how does it work?

When we talk about a club of users of a brand, it is usually associated with the offers of the brand itself. Our idea of forming a user club is quite different because our focus is to dedicate time for our users to get the best possible support and care. The very fact that they have become users of our brand speaks to the fact that they have started the path to transition to better alternatives than cigarettes, and on that journey it is our responsibility to provide them with access to all relevant information and to provide the best support, service and experience.

This club is an innovative digital loyalty program to provide care as well as a convenient and personalized experience to every IQOS user in the country.

The club is made to be simple, it can be easily accessed through the IQOS website or directly on the IQOS CLUB page, each member can monitor their status and understand the benefits themselves - after logging into their profile, all privileges for their level are unlocked.

An important aspect of the club is that members do not need to possess any physical membership card. Benefits are available with a single click, making the overall experience much easier. Anyone who has at least one device registered to their name can register and access the club immediately.

What do users get if they become IQOS CLUB members?

Members of our loyalty program can enjoy numerous benefits such as special personalized offers, early access to new limited edition products, invitations to exclusive events, premium customer support and educational content. Each member earns status points based on their activities related to our brand. These status points grant him a certain level in the program, which brings various privileges. Membership has three status levels - Silver, Gold and Platinum, with each level unlocking new unique benefits and including various special offers, benefits and invitations to exclusive events.

One of the exclusive opportunities for IQOS CLUB members this year is the celebration of ten years of the IQOS brand in Tokyo. As part of this celebration, club members have the opportunity to collect status points and be part of an unforgettable IQOS Together X experience in Tokyo. Three IQOS users with the most status points collected between May 30 and September 1 will travel to this exclusive event in Japan.

Although a certain period has passed, there is still time and many opportunities to earn points and be part of this unique event. The rules of participation are determined and published on IQOS CLUB, but each user can get more detailed information at our stores or call our contact center.

How do status levels work and how can users unlock new benefits?

The status levels in IQOS CLUB are designed to unlock new benefits by advancing to each higher status level. As I mentioned earlier the program has three main status levels: Silver, Gold and Platinum, each with their own unique benefits. To advance to a new status level, members need to collect status points. Every new user immediately becomes a Silver member, which means they have access to the club's basic benefits.

Gold status is reached when the member collects at least 150 status points. This level includes the benefits of Silver, and includes additional benefits.

For the most loyal members, who will collect 300 or more status points, Platinum status is available. Members at this highest level enjoy the most benefits.

Users can also collect CLUB points. What benefits do these points bring?

In addition to being able to collect status points, users have the opportunity to collect CLUB points, which give them access to different types of vouchers, depending on the number of points they have. CLUB points can be collected in several ways, and they are available on the IQOS CLUB website.

Members have a wide range of options for using their CLUB points which they can explore on their CLUB profile and decide for themselves how they want to use their points and best utilize the benefits of their brand loyalty.

What are the plans and next steps for IQOS CLUB?

We believe that in today's environment of increased competition, developing technologies and growing consumer expectations, loyalty programs should constantly work hard to improve the user experience and increase the benefits for their members.

IQOS CLUB will continue to develop and adapt to follow changes and user needs. We plan to introduce new and exciting opportunities for our members to reward their loyalty and engagement. In the future, we will focus on expanding offers, improving privileges and new partnerships.