When people think of loyalty programs, they usually think of airlines, hotels, and supermarkets. So how does Cincinnati-based Xavier University fit into the loyalty program scheme?
Human data intelligence startup Strap and Xavier University have announced Project X Health, which is a pilot rewards program powered by human data that will enable the Xavier community to make healthier life choices. Human data includes physical activity, biometrics, sleep, and food data collected by popular wearables and mobile health and fitness tracking applications.
The Project X Health campaign will invite Xavier’s nearly 7,500 Xavier students, faculty, and staff to connect and track their human data through their smartphones, health tracking mobile apps, or wearables. Strap’s software integrates human data from participating users, and offers Xavier University powerful analytics from that data to discover insights and trends about the population.
Loyalty360 caught up with Shawn Nason, Chief Innovation Officer at Xavier, and Steve Caldwell, Co-Founder and CEO of Strap, to learn more about this unique loyalty program:
What factors prompted this loyalty program launch and what are your goals for it?
Nason: When students enter college, they are at risk of adopting unhealthy habits that can have a damaging effect on their overall wellbeing. Research conducted by the National Alliance on Mental Illness on mental health on college campuses shows that the top five problems universities see are depression, anxiety, eating disorders, addiction, and even suicide. The care of the whole person is very important to Xavier. This partnership gives us the opportunity to build a community focused on well-being at Xavier, and be one of the first universities to positively impact population health.
How long will the loyalty program last?
Nason: The pilot is slated to launch in spring 2016 with a small group and expand in fall 2016.
What are the benefits of the loyalty program to participants?
Nason: We hope students will be motivated to live healthier, more active lives through targeted rewards that are based on a variety of measures that can be highly personalized, thanks to Strap’s data science algorithms. For example, we can send a more general reward when a student reaches 10,000 steps for the day, or we can send hyper targeted rewards to students who increase their average sleep duration by 10%.
How will this program spark customer engagement?
Caldwell: When students join the loyalty program, individualized offers based on their human data will help drive engagement back into the experience. Millennials and Gen Z’ers are looking for the most personalized experiences possible from brands, retailers, and institutions. With access to critical human data in the areas of sleep, activity, food, and body data, Xavier will be able to personalize loyalty offers to students.
How important will human data like this going forward for retailers?
Caldwell: We’re starting to see the consumerization of health care, meaning that the power to effect behavior change in populations is being transferred to retailers, brands, and institutions like Xavier. Our long-term goal is to move the needle on these serious health issues, not by going to the hospitals, but by meeting consumers where they are today.