Loyalty360 Reads: Amtrak Enhances Loyalty Program, Toys“R”Us Unveils Groundbreaking AI Film, and Amazon Business Enhances Customer Experience

Amtrak Guest Rewards Offers Loyalty Program Members More Options  

Amtrak’s loyalty program, Amtrak Guest Rewards, unveiled a new Points & Cash feature to elevate the customer experience and enable members to book their Amtrak travel using a combination of cash and points. Previously, bookings disallowed a combination of payment options and required payments to be solely points or cash. With the new feature, members can earn both Tier Qualifying Points (TQPs) and Amtrak Guest Rewards on the cash portion of their Points & Cash bookings, available through the Amtrak app and the Amtrak website. Customers should choose the “Use Points” filter in the search results when booking their travel, then select their itinerary. Customers will have up to four Points & Cash options for each trip displayed on the payment screen. 

“With more redemption options and fewer points needed to redeem, it’s easier than ever for our valued Amtrak Guest Rewards customers to use their points for reward travel,” said Eliot Hamlisch, Amtrak Executive Vice President and Chief Commercial Officer. “Amtrak Guest Rewards members enjoy exclusive benefits and an enhanced travel experience, and with Points & Cash, they now have a new way to redeem points earlier and more often.”  

Membership is free for the Amtrak loyalty program, and members earn two points for every dollar they spend on Amtrak travel. Plus, members get a 25% point bonus when booking Business Class travel and a 50% point bonus when booking Acela First Class. Tier status members earn more point bonuses on travel bookings and other upgrades, companion coupons, and lounge access, all designed to elevate their travel experience. 

Learn more about the Points & Cash features here.  


Toys“R”Us Studios Debuts AI-Generated Brand Film at Cannes Lions Festival 

Toys“R”Us recently unveiled a groundbreaking brand film, The Origin of Toys“R”Us. The film was created using OpenAI’s Sora, a text-to-video tool, and was completed in a collaboration between Toys“R”Us Studios and the Emmy-nominated agency Native Foreign. Toys“R”Us Studios President and Four-Time Emmy Award Winner Kim Miller Olko co-produced the film, which tells the origin story of Toys“R”Us founder Charles Lazarus and creator of Geoffrey the Giraffe.  

In the film, a young Lazarus dreams of a magical place that will transform toy stores forever. Native Foreign’s Nik Kleverov served as director for the film, which premiered during the 2024 Cannes Lions Festival in France to an audience of industry leaders at an exclusive LBB Beach event. 

Olko spoke about the inspiration for the film, stating, “Charles Lazarus was a visionary ahead of his time, and we wanted to honor his legacy with a spot using the most cutting-edge technology available. Our brand embraces innovation and the emotional appeal of Toys“R”Us to connect with consumers in unexpected ways. We aim to capture that nostalgic feeling and deliver it uniquely to Toys“R”Us kids of all ages. Partnering with Native Foreign to push the boundaries of OpenAI’s Sora is truly exciting. Dreams are full of magic and endless possibilities, and so is Toys“R”Us.” 

Sora can generate videos that are up to one minute long, rendering realistic scenes with multiple characters, all facilitated by typed instructions. Sora enabled the production team to condense hundreds of iterative shots into just two dozen, taking a concept to a film in a matter of weeks. The project also featured corrective VFX and an original music score by Aaron Marsh of the indie rock band Copeland. 

View the innovative film here.  


Amazon Business Enhances Customer Experience with New Technologies 

Amazon Business announced a suite of technology features designed to enhance business customers’ buying experience. The innovative technologies address the inefficiencies highlighted by recent research from Amazon Business. A study showed that 49% of U.S. procurement teams polled cited complex systems as a major challenge. Meanwhile, 95% of procurement leaders admit a need for optimizing their procurement processes. The new technology tools by Amazon Business are aimed at helping larger organizations and businesses modernize and simplify the procurement process for business supplies. The new features, which can potentially reduce costs and save time, include the Amazon Business App Center, Integrated Quoting, and the System for Cross-domain Identity Management. Amazon Business also updated its Budget Management and Guided Buying solutions. The technologies will cater to multinational enterprises, government agencies, universities, and healthcare networks. 

“Amazon Business wants to change how companies shop for supplies through our unmatched selection, deep discounts, and smart capabilities,” said Shelley Salomon, Worldwide Vice President of Amazon Business. “We don’t just react to the biggest challenges our customers have shared with us; we get ahead of them with new technologies so our customers can use their resources to navigate the unexpected and continue expanding their business.” 

The Amazon Business App Center serves as a full-service shop for customers to discover, set up, and connect their company’s Amazon account to more than 25 third-party applications worldwide, integrating shopping, accounting, expense management, and business analytics, streamlining operations and reducing the need for custom solutions. Meanwhile, the System for Cross-domain Identity Management allows automatic syncing of user and group data from an organization’s identity provider to their Amazon Business account, easing administrative tasks. Integrated Quoting assists businesses in generating custom quotes for bulk orders, making it easier to identify cost savings. 


Learn more about the Amazon Business App Center here:  


Read More on Trends, Updates, and Industry Leaders   

Original Article Links:  

Amtrak Guest Rewards Debuts New Points & Cash Feature 

Toys“R”Us Studios and Native Foreign Use OpenAI’s Sora to Narrate the Origin Story of Beloved Toys“R”Us® Brand 

Amazon Business Introduces New Technologies to Save Time and Reduce Costs for Business Customers 

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