Comarch Loyalty Management for Heathrow Airport

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 in the world ahead of South Korea’s Incheon airport in second place. Gross retail sales at Heathrow increased in 2011 to £1,7 billion, while Net Retail Income per passenger increased by 4.4% to £5.82 in 2012. At Heathrow, there are over 400 different outlets and over 120 global brands with the World Duty Free as a second biggest partner, after British Airways.

Implemented solutions

Comarch Loyalty Management

Comarch Loyalty Management offers all the tools needed to build a successful loyalty program, created for both individual and business customers.

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Comarch Loyalty Management for Heathrow Airport

Business challenges

 

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:

  • to generate incremental sales and income by encouraging members to spend at airport outlets and on services 
  • to increase number of high value marketable members
  • to generate greater insight from the transactions of Heathrow Rewards members
  • to improve customer experience by engaging with members and retail partners in a way that they wanted to interact
  • to ensure world-class customer service
  • to provide relevant and motivating rewards
  • to adapt and expand to new technologies like Apple Passbook and mobile website to provide easiest access to information
  • to improve and speed up the process for participating point-issuing partners
  • to migrate quickly from the old platform to the new with minimum disruption to member base
  • to ensure cost effective management and operational delivery of Heathrow Rewards

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