Most parcel supply corporations solely know one factor concerning the individuals they serve: a monitoring quantity. GLS Hungary wished extra: an precise relationship with the individuals receiving and sending packages via its app.
That’s the hole the GLS VIP loyalty program was constructed to shut. Behind the scenes, on a regular basis delivery exercise will get translated into one thing way more helpful than a supply standing. GLS Hungary features a reside, behavior-based image of who’s energetic, who’s about to improve, and who’s gone quiet.
Six months later, the results- greater than half of app customers enrolled, a 76% enhance in in-app sendings in comparison with the earlier 6 months, and actual motion up the tier ladder- make a powerful case that loyalty isn’t only a retail tactic.
It’s an information technique logistics manufacturers can’t afford to skip. Let’s see how GLS constructed GLS VIP, empowered by Antavo.
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What Is the GLS VIP Loyalty Program?
GLS Hungary* is a part of the GLS Group, a parcel logistics firm working in additional than 50 international locations from Austria to Finland to North America. GLS VIP is GLS Hungary’s tier-based loyalty program, out there within the GLS app since February.
Members transfer via three tiers based mostly on yearly parcel quantity: Plus (as much as 10 parcels), Additional (11 to twenty), and Premium (21 and above), every unlocking greater delivery reductions, from a ten% welcome provide at opt-in as much as a everlasting 5% parcel sending low cost at Premium.
Past the reductions, Antavo’s gamification layer retains issues energetic: Each fifth parcel triggers a spin on the Wheel of Fortune, and accomplice webshops add rotating coupons on high. See the complete mechanics within the official launch announcement.
The Problem GLS Hungary Was Going through
The primary large problem GLS Hungary was trying to resolve was consignee retention, boosting delivery frequency, and app engagement. All in a hypersaturated competitor panorama.
The second initiative was to offer extra worth for consignees: A genuinely higher expertise, not simply monitoring updates.
And the third was to make a consignee identifiable, opted in, and describable by habits as an alternative of purely by monitoring quantity.
Take notes: Earlier than constructing something, GLS Hungary accomplished a vital step and interviewed consignees instantly as a way to higher perceive their wants. The crew inquired about what sort of logistics companies consignees need, how a lot they might pay for them, after which developed these additional companies within the app. Bringing the ultimate product as near very best as attainable.
The Resolution: Antavo Turns On a regular basis Parcel Exercise Into Usable Knowledge
These are precisely the challenges Antavo and its expertise companions enabled GLS Hungary to reply. Each parcel turns into an information level inside Antavo, and that information level is what turns into perception: who’s energetic, who’s near a tier improve, who’s gone quiet.
Your entire tier system runs on a so-called “parcel_event”, fired each time a member ships or receives a parcel. Presently, one clear sign is sufficient to transfer somebody up a tier, unlock a milestone-based Wheel of Fortune spin, or set off a coupon, all with no rebuild each time the principles change. It’s an thrilling construction already, with many new options coming quickly in Part 2 and Part 3.
Maximizing consolation for consignees, loyalty members can collect digital parcels inside a single account utilizing three completely different electronic mail addresses that they personally use for on-line procuring (to not be confused with a household account), boosting their odds of reaching tier upgrades sooner, whereas nonetheless having fun with the comfort of managing every little thing from one place.
Gamification And Advantages
Gamification (equivalent to Prize Wheels, Challenges, and soon-to-be-added scratchcards) retains engagement up even between energetic parcel sending, and accomplice rewards add constantly refreshed worth for consignees.
General, Antavo’s progressive loyalty platform empowers GLS Hungary’s roadmap to scale up and develop increasingly more advanced as an alternative of forcing it into a set form.
“After we began the strategic phases, we had concerned an exterior firm who helped us by constructing the technique for the loyalty applications. They usually provided Antavo as a loyalty platform of it. It’s the most effective loyalty platforms and it’s very easy to make use of. The sport mechanism, I suppose, the steering wheels, the challenges and these scratch playing cards are very nice and actually, actually favorable even by our consignees as properly.”
Outcomes After Six Months
Six months in, the GLS VIP loyalty program already has numbers price watching:
- 57% of all GLS app customers are already loyalty program members, notable as a result of the app was initially constructed for parcel monitoring and sending, and the loyalty layer has solely existed since February.
- 76% enhance in in-app sendings for the reason that loyalty program launch, in comparison with the earlier 6 months.
- 46% of all Wheel of Fortune spins come from Premium-level members.
- 34% of spins come from Plus-level members.
- 20% of spins come from Additional-level members.
Tier-based profile metrics – Near attaining 1-year goal in 6 months
- Earlier than the loyalty program, the tier-level cut up would’ve seemed like 86% Plus, 9% Additional, 5% Premium; one member may very well be counted a number of occasions below as much as 3 separate electronic mail addresses, skewing the baseline.
- Now, 6 months after launch, the cut up appears like: 79% Plus, 14% Additional, 7% Premium; GLS Hungary is now in a position to rely distinctive member profiles.
- Near attaining GLS Hungary’s one-year goal: 74% Plus, 15% Additional, 11% Premium.
What’s Subsequent for the GLS Hungary Loyalty Program?
The following phases of this system are already mapped out. Quickly to reach are scratch playing cards, new challenges, birthday items, and deeper profile-engagement mechanics. Plus, new companies will likely be out there for consignees within the app.
Plus, GLS Hungary plans to show already fashionable one-for-all accomplice coupons into customized provides, tailor-made to every member’s particular person preferences communicated via the loyalty program.
“We’re fairly enthusiastic about constantly increasing this system based mostly on information, person testing, analysis, and opinions, as a way to provide a very elevated expertise to our loyalty members.“
The Expertise Partnership Behind the Program
Three specialised companions work alongside Antavo’s loyalty engine, combining forces to ship a very glorious buyer expertise and easy day by day operations:
- Mito: GLS Hungary’s major implementation and assist accomplice in its loyalty operations.
- Bloomreach: GLS Hungary’s CDP, turning Antavo’s tier and reward occasions into automated, real-time member emails.
In observe, that partnership appears like this:
Mito dealt with the preliminary implementation, configuring integrations plus establishing the logic, together with tiers, perks, and challenges. Since go-live, Mito has stayed on, persevering with to assist GLS Hungary’s loyalty journey.
As for the GLS cellular app itself, it’s connecting to Antavo’s system via API integration. Initially delivered to life by Supercharge, since July 2026, all UX and UI developments are sitting in-house with GLS.
Antavo’s native two-way Bloomreach integration handles the communication angle. A tier improve inside Antavo fires an computerized welcome electronic mail via Bloomreach. A reward declare triggers a affirmation message. A tier anniversary triggers a re-engagement electronic mail precisely a 12 months after signup.
The Significance of Loyalty Knowledge for Entrepreneurs
GLS Hungary’s numbers are a small case research in a a lot greater shift. Each tier improve, each wheel spin, each reward declare provides one other information level to an image logistics manufacturers by no means had earlier than: not simply the place a parcel went, however who despatched it, how usually, and what really motivates them to ship or obtain one other.
For a marketer, that’s the distinction between working a generic retention play and constructing one round actual habits.
“I strongly consider that loyalty applications are an rising business within the close to future, as a result of entrepreneurs want plenty of information. If you wish to create a superb buyer expertise, it doesn’t work if you happen to don’t know your clients: their habits, their motivations, their ache factors. It is best to all the time ask your clients what they need and what they want. If in case you have the precise reply, and also you rely with it, and develop for it, you get extra ROI, extra income, and extra revenue.“
Steadily Requested Questions In regards to the GLS Hungary Loyalty Program
Why would a logistics firm construct a loyalty program as an alternative of simply monitoring deliveries?
Logistics suppliers transfer packages for individuals they by no means really meet as clients. A loyalty program modifications that by giving consignees a cause to choose in, turning an nameless supply into an identifiable, describable relationship. For GLS Hungary, that identification layer is what makes advertising and marketing, not simply delivery, attainable.
Why is a single earn occasion sufficient to energy an efficient logistics loyalty program?
GLS Hungary’s total tier system runs on one occasion, parcel_event. That’s a deliberate simplicity alternative: fewer earn triggers means much less complexity to take care of and a cleaner sign for entrepreneurs to behave on. For top-frequency, low-friction classes like parcel supply, one clear motion beats ten difficult ones.
Why does tier motion like GLS Hungary’s Plus-to-Additional-to-Premium shift matter to a loyalty marketer?
Tier distribution exhibits whether or not a program is definitely working, not simply reside. GLS Hungary’s leap from below 1% of members outdoors the entry tier to over 20% in six months is a direct measure of engagement, not an arrogance metric. Any marketer working a tiered program ought to observe this shift as carefully as sign-ups.
What can different B2B or logistics manufacturers be taught from GLS Hungary’s method?
GLS Hungary handled loyalty as an information technique, the place direct contact with consignees and the value-added companies it provides enhance buyer engagement and expertise. That’s the transferable lesson for any model sitting on frequent, low-visibility buyer interactions, whether or not that’s parcels, service calls, or subscriptions. The rewards matter, however the information layer beneath is what makes them price constructing.
Conclusion
GLS Hungary didn’t want an even bigger low cost to construct loyalty. It wanted to know who was delivery, how usually, and why. The GLS VIP loyalty program solutions that with a single earn occasion, a tier construction consignees really transfer via, and a expertise layer (Antavo, Bloomreach, Mito, and cellular builders – firstly outsourced to Supercharge, later insourced to GLS) that retains each a kind of alerts linked.
Six months in, greater than half of app customers are already members, sendings are up 76%, and actual tier motion exhibits the mechanic works even inside 6 months. The takeaway for any logistics or B2B model watching from the sidelines: loyalty isn’t a retail-only instrument. It’s an information technique with a rewards layer on high.
Antavo is the AI loyalty and incentives platform that brings collectively loyalty, promotions, and agentic AI to show clients into regulars: the shoppers who come again on their very own, purchase extra usually, and convey others with them. For greater than a decade, Antavo has powered identity-led loyalty methods for manufacturers together with SKIMS, Paul Smith, KFC, Flying Tiger Copenhagen, and Hyatt’s Inclusive Assortment. Entrepreneurs construct, change, and launch applications and promotions themselves, with out ready on engineering.
If you happen to’re uninterested in paying to win the identical clients twice, guide a name with our specialists and see how Antavo turns them into regulars.
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*Inside the GLS group, GLS Hungary additionally features because the hub for the broader Jap European area, masking Croatia, Slovenia, Romania, Serbia, Czechia, and Slovakia.
