National Express

Stimulate customer engagement and incremental value.



members made a repeat purchase


increase in referral commission


National Express was looking to develop its own branded rewards platform with the aim of building more enduring and profitable customer relationships.

The key objectives were to:

  • Incentivize repeat purchases by rewarding customers for their loyalty purchases.
  • Generate incremental revenue specifically increasing revenue per transaction.
  • Increase customer engagement across all touchpoints of the customer journey.


Using Webloyalty, our European rewards platform, National Express launched NX Rewards, a private label solution, to help customers save money on their shopping through ongoing incentives and shopping benefits, including a market-leading 12.5% cash back rate on coach bookings and access to cashback savings at 1000+ merchants.

Based on the profile of members, NX Rewards offered more relevant and personalized opportunities to engage, including enhanced cashback rates with relevant airlines, hotels, health, and ticketing providers.

Key customer touchpoints were optimized including the National Express bus & coach digital retail platforms, confirmation emails, agent tickets, e-tickets, VUER (National Express‘ digital entertainment app), telesales, and direct marketing-style leaflets.


Key Outcomes

Customer Engagement

National Express increased customer engagement by incentivizing members to make repeat bus and coach bookings by offering them the ability to save hundreds of pounds a year on multiple retail brands.

Repeat Purchase

10% of members made another National Express booking within 3 months of becoming a member.

Incremental Revenue

Referral commission increased by 50% due to an increase in membership joins.

We have been working with Webloyalty for over 11 years; in that time our partnership has gone from strength to strength with substantial revenue growth. Not only has Webloyalty provided a solution that encourages repeat purchases, they have added a valuable secondary revenue stream.

The value provided by the Webloyalty partnership enables us to re-invest in other parts of our business with minimal impact to our core business.

Tony Taylor
Head of Business Development – National Express