In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Qantas has launched a new online portal for Frequent Flyers loyalty program members aimed at providing expanded ecommerce functionality.
The new portal is a virtual shopping mall stocked with opportunities for members to earn and use their customer loyalty points earned across a range of third-party global brands including David Jones, Neiman Marcus, Apple, Net-A-Porter, The Iconic, Pottery Barn, Fortnum and Mason and Macy’s.
Members will earn up to five points for every dollar spent on the online site. However, they will still use the Qantas.com website for all flight bookings and to manage aspects of their Qantas Frequent Flyer account.
In a statement, Qantas Loyalty CEO, Lesley Grant, said the site was about giving members more opportunities to use points outside of redeeming flights, which is currently the most common activity..
“What started as the Qantas Frequent Flyer program has grown significantly in the past few years to include a lot of new ways to earn points and entirely new programs like Qantas Cash, Qantas Golf, aQuire and Qantas epiQure,” she comments.
“Qantaspoints.com is designed to help members navigate what’s on offer so that they can get the most out of it.
“We have a really straightforward goal of being the best loyalty program in the world and helping members better understand the program as it grows is key to that. That’s what qantaspoints.com is designed to do.”
Qantas Frequent Flyer recently chalked up its 10 millionth member and continues to produce strong financial results. According to the airline’s annual report to 30 June, underlying pre-tax earnings jumped 13 per cent to $26 million in the past year, while total billings reached $1.2 billion.
The online mall is the latest in a number of initiatives from Qantas Loyalty aimed at expanding its product offering to members. Earlier this year, the airline launch a Qantas Cash pre-paid travel card, as well as the Acquire loyalty program for small and medium businesses.
Also on the way is the Qantas Golf Club, which will launch in summer.
Commenting on the new portal, The Iconic's CEO, Patrick Schmidt, applauded the decision to launch a dedicated retail presence.
"We’re delighted to be part of the qantaspoints.com Online Mall. As Australia’s leading online fashion retailer, it makes perfect sense to team up with Australia’s largest loyalty program and allow Qantas Frequent Flyer members to earn Qantas Points when they shop," he said.
More on customer loyalty programs
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- 4 brands making customer loyalty programs work
- Loyalty program customers send mixed messages around sharing personal data
- How Supercheap Auto used big data to model customer loyalty
- Myer customer loyalty program brings in 70% of total sales
- Today's customer loyalty game
- CMOs using mobile apps to drive customer loyalty: Report
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