Streamlined loyalty programme doubles number of airport users and boosts average spend.
London Heathrow Airport has doubled the number of airport users in its loyalty programme and increased the average amount of money each one spends by 14% after putting the scheme on a cloud-based management system supported by the supplier.
Automation and access to more detailed information about customer behaviour have helped to transform the Heathrow Rewards loyalty programme, which previously was often seen as a “pain” to manage.
The programme, which rewards airport users for using retail facilities at Heathrow, was originally launched in 1999 under the name BAA WorldPoint. The aim is to generate revenue for retailers in the airport as well as the airlines that serve it through offers that attract repeat customers. The airport itself benefits from increased users, which means more revenue from the passenger processing charge paid by airlines.
All money spent at the airport, including at retailers, restaurants, bars, Heathrow Express and parking, are included in the loyalty programme and reward scheme members with points, which can be used to obtain discounts and other rewards. It is also linked to six airlines’ frequent flyer programmes and spending can be converted to air miles.
