Air Miles revamps Website to offer customised benefits

Leading loyalty scheme Air Miles has relaunched its Website this week, in an attempt to transfer a large proportion of its customers onto the Internet.

Air Miles acting managing director and group marketing director and head of strategy Judith Thorne says: “This is not another promotion aimed at data-mining, but is about developing an e-commerce platform which gives customers the ability to consumers their preferences and help us improve the range of offers and special deals available to them.

“This new Internet channel offers a vast improvement on the information and offers we can send our customers with their quarterly statement. We will be able to generate offers appropriate to online customers based on their own information, rather than making mail-based offers based on where they live,” she says.

Thorne estimates that 1.5 million of Air Miles’ 3.5 million customers have Internet access, justifying a 1.2m spend in transforming its Website into a fully personalised e-commerce site.

The company hopes to extend the range of special offers available to customers through the Website, but Thorne expects the electronically-delivered loyalty scheme to remain travel focused.

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