Heathrow Rewards - Case Study

Heathrow Rewards Case Study

As the United Kingdom’s hub airport, London Heathrow Airport is home to more than 80 airlines, serving 184 destinations all around the world. It is the busiest airport in Europe and the third-busiest airport in the world, in terms of passenger traffic. Additionally, Heathrow has the highest retail sales of any airport in the world. Managing over 70 million passengers each year, Heathrow recognised that its previous loyalty scheme was not maximising engagement and spend among its valued customers.

  


 

Looking to increase one-to-one engagement and gain deeper insight on its passengers, Heathrow chose Comarch Loyalty Management for the overhaul of its loyalty program, which went live in May 2013.

 

In launching its new loyalty scheme, known as Heathrow Rewards, Heathrow set a number of key objectives:

  • Generate incremental sales and income by encouraging members to spend at airport outlets and on services
  • Increase number of high-value marketable members
  • Generate greater insight from the transactions of members
  • Improve customer experience
  • Provide relevant and motivating rewards
  • Adapt and expand to new technologies such as Apple Passbook and mobile website to provide easier access to information
  • Migrate quickly from the old platform to the new, with minimum disruption to member base

 



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