Thirsty Camel is doubling down on loyalty and innovation with the upcoming launch of Hump Club version three, set to roll out in-store and online in late June.
The latest evolution of Thirsty Camel’s Hump Club loyalty program reflects a bold step forward in engaging customers beyond the checkout – and redefining what loyalty means in the Australian liquor retail space.
Building on strong momentum – the number of Hump Club loyalty transactions has more than doubled in the last 12 months – version three introduces a suite of new features designed to deepen customer connection and reward ongoing engagement.
Highlights include:
- Unlimited and Personalised ‘My Offers’ – tailored deals based on member preferences and behaviours
- A new digital game to unlock birthday rewards
- Anniversary rewards to celebrate each member’s loyalty journey
- Surprise and delight incentives, offering unexpected perks throughout the year
- Exclusive access to digital games, extending gamified engagement beyond traditional rewards
Rachel Brown, Loyalty and Digital Marketing Manager at Thirsty Camel Bottleshops, said the upgrade reflects a deeper shift in how the brand approaches loyalty.
“The program focuses on fostering true loyalty between Thirsty Camel and our Hump Club members, looking at the lifetime journey and rewarding engagement, not simply looking at transactional behaviours,” Brown said.
“We’re rewarding our customers across their entire journey with us – not just when they make a purchase,” she added.
“This evolution allows us to create more meaningful and personalised experiences.”
Rachel Brown, Loyalty and Digital Marketing Manager
The new platform continues to leverage gamification as a key engagement tool, a strategy that has proven successful in differentiating Thirsty Camel from its competitors. As reported in National Liquor News last year, the retailer’s investment in loyalty gamification has paid off with high engagement rates and repeat participation.
Innovation remains a core value for the group, with the Hump Club initiative positioning Thirsty Camel as a loyalty leader in the sector.
“We want to lead the pack in Australian liquor retail. Our customers expect more than just points – they want a fun, rewarding experience that evolves with them. That’s exactly what Hump Club version three delivers,” Brown said.
Hump Club version three will be live in all participating Thirsty Camel locations and online by the end of June.