Qantas Loyalty is extending into the B2B market to provide loyalty marketing and data analytics services to other firms. The shift reflects the growing demand for expertise in data and loyalty marketing.
Stephanie Tully, Chief Marketing Officer for Qantas Loyalty, told Loyalty 360 that Qantas Loyalty’s work with the B2B market is separate from the Qantas Frequent Flyer program.
“We are always looking for new growth pathways for the Qantas Loyalty business and we had been approached by other companies to help them with their loyalty offering, leveraging our experience in data analytics and loyalty services,” Tully explained. “We are in the early days of the B2B work, but have already managed to engage with some key clients. The main goal is for this work to be a new growth stream for the Qantas Loyalty business.”
The company changed its brand architecture so that it could move into the B2B space alongside its own loyalty business. Qantas Loyalty is still aiming to grow its business through its core program by adding new partners and growing membership, but Tully believes there is also a new opportunity in the B2B world.
“Customers were approaching us to do the work and given our success in commercializing a loyalty program while still maintaining engagement,” Tully explained. “Operating in this market makes a lot of sense.”
Tully expects the Qantas Frequent Flyer program to reach 10 million members this year.
Qantas Loyalty operates a number of brands across the loyalty spectrum including Qantas Frequent Flyer, Qantas epiQure, Accumulate, and Vii.
Qantas Frequent Flyer has seen extraordinary success since launching in 1987. Today, more than nine million members enjoy the program, rewarding themselves with more than four million Award seats and gift cards redeemed through the Frequent Flyer store every year.
Launched in 2011, Qantas epiQure offers its members premium wines, selected by experts on the Qantas Wine Panel and includes a wide collection of Australia’s most valued and recognized brands, as well as access to exclusive vintages and pre-release orders.
In partnership with some of Australia’s leading restaurants, chefs and sommeliers, Qantas epiQure members can also enjoy exclusive events and money-can’t-buy experiences – from wine tasting classes to private dinners with the best in the business.