London Heathrow Airport as Britain’s only hub airport, is home to over 80 airlines, serving 184 destinations in 84 countries. On average, Heathrow handles over 191,000. It is the busiest airport in Europe and the third busiest airport in the world by passenger traffic. Heathrow has the highest retail sales of any airport
increase in members
increase in number of transaction
increase in redemption
opex reduction despite significant member growth
Heathrow Airport manages over 70 million passengers a year through its terminals and that’s a huge number of people who could be receiving benefits and bonuses for using the airport. Heathrow was committed to make every journey better but to get this continuous improvement it required greater personalization of the journeys and client insight that it was missing out on. Heathrow recognized these changing needs from experience with a previous loyalty scheme and realized that greater one-to-one engagement and deeper knowledge about its passengers can reveal a vast untapped potential.
IN RE-LAUNCHING THE LOYALTY SCHEME HEATHROW SET A NUMBER OF KEY OBJECTIVES:
Comarch provided a comprehensive loyalty solution enhanced with additional management and operational services.
The Loyalty Engine implemented on the basis of Comarch Loyalty Management for Airports platform consists of four flexible integrated modules:
The system is hosted by Comarch Data Center and maintained by Comarch Support Team. Meeting Heathrow’s requirements regarding
Originally launched in 1999 as WorldPoints, the programme was reinvigorated as Heathrow Rewards in May 2013, offering greater appeal to the modern, digital traveller. Heathrow Rewards targets and rewards two types of members: passengers and Heathrow staff for their frequent and loyal usage of all airport commercial offers.
To participate in the Heathrow Rewards programme, the member must obtain a Heathrow rewards card by:
Members can collect points from over 400 outlets and over 120 different brands. Heathrow offers three ways of collecting points:
So by spending on anything from sunglasses to sandwiches, from perfume to parking they earn:
Members can earn points even faster with loyalty bonuses and a premium tier. Within one calendar year, when they earn:
Members are able to redeem those points for airport L5 shopping vouchers, for discounts on Heathrow Express tickets and Heathrow official parking, instant redemption on World Duty Free products during the purchase. They can also transfer them into mileage in their favorite FFP programme such as British Airways Executive Club. Heathrow Rewards also offers their members the chance to win fabulous prizes by participation in competitions and prize draws as well as regular offers and promotions.
Build long-lasting customer relationships using a modern IT product designed for the travel industry
The implementation of the new concept helped Heathrow to build highly successful airport loyalty programme that has become an integral part of Heathrow’s e-Business planning for the next years. Thanks to cooperation with Comarch, Heathrow: