Programs
Survey Suggests the Best Perks, CX, Data Privacy
A new survey by HelloWorld indicates consumer preferences within customer loyalty programs and also consumers’ views on data privacy. “77 percent of respondents said they like getting free products from loyalty programs. Another 75 percent like getting discounts and offers. Other popular loyalty perks include free samples (66 percent) and free services (57 percent).” Be sure to check out the survey data on what information consumers feel comfortable sharing.
Gulf Launches Oomph
Gulf has announced a new loyalty program, Oomph, which will roll out across the UK network. Made in collaboration with customer engagement solutions company Azpiral, the program rewards customers who use points via the app and smart card. Customers can use points to support local charities. We’ve talked to some brand leaders about charity-rewards options, and it can be an effective way to make a unique, meaningful relationship with consumers.
Partnerships
Star Alliance Gets Broader with Airline Loyalty
Star Alliance, which brings together 28 airlines, is expanding rewards so that frequent flyer miles can be redeemed for services other than airlines miles. Star Alliance CEO, Jeffrey Goh, says, “We are looking into loyalty 2.0 to 3.0. Today, the typical proposition is you accrue miles among members and that’s not a problem. Most of the problem is to use miles, getting a flight or upgrade, but what if we give you the opportunity to use your miles to pay for an ancillary that’s not within the airline that you use but another?” We’ve observed previously that some airline rewards seem inaccessible or too bothersome to consumers. This may be the sort of corrective that gets consumers involved in airline rewards programs once more.
Air Canada Partners with American Express
Air Canada, which has boosted its profits forecast for 2019, has announced a partnership with American Express: “The 10-year agreement includes new co-branded payment cards, participation in the American Express membership rewards program, and expanded commercial co-operation between the two companies. The deal will allow American Express membership rewards customers in Canada and the US to transfer their points into the new Air Canada program once it has rolled out. American Express Aeroplan card members will also become members of Air Canada’s new loyalty program.”
This is a significant loyalty partnership, as each brand has a lot to offer the other’s customers. This partnership should also cultivate the loyalty of business travelers, who depend on the use of financial institutions and airlines.
Awards
Emirates Skywards Wins Excellence Award
Emirates Skywards, the loyalty program for Emirates and flydubai, has won the “Excellence in Management” award for the second year in a row at the Loyalty Awards 2019 dinner, hosted in Paris. “This year, Emirates Skywards earned top honors for continuing to take personalization to the next stage by introducing its dynamic flight upgrade and Cash+Miles promotions for members who log in and book their flights via Emirates.com.” It’s worth noting that Emirates Skywards has a broad array of redemption options. More choices for consumers seems to be a winning strategy.