JetBlue: TrueBlue Loyalty - Case Study

JetBlue TrueBlue Loyalty Logo

When JetBlue decided to change its loyalty scheme in 2009, the airline was looking for a complete overhaul of its already existing TrueBlue rewards program. JetBlue realised at the time that its outdated loyalty program no longer differentiated the airline as a trendsetter—a distinctive quality that the airline applies to all of its endeavours brand-wide.


Choosing Comarch over several other candidates, JetBlue wanted to get back to its core principles and create a unique, modernised loyalty program that would reestablish the company as an innovator within its industry. 

 


 

JetBlue was looking for an IT system that would fuel the relaunch of TrueBlue with specific functionalities:

 

  • Revenue-based point accrual – points for purchasing tickets and other onboard services, co-branded credit-card usage and transactions from partners
  • Activity-based point expiration – points won’t expire as long as a member either flies or uses their co-branded credit card over a 12-month period of time
  • Dynamic redemption – any seat that is available for regular purchase can also be purchased using TrueBlue points; no blackout dates
  • Automatic retro claims with promotion reprocessing

 



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