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Direct
Mail Special Report: Flexibility Helps Air Miles Soar
Executive Summary:
Talk about a good flight plan. Air Miles' semiannual redemption catalog
is a fixture in almost one-third of Canada's 33 million households. Why
are the consumer incentive provider's offerings so welcome? Flexibility.
Sure, members can redeem their earned points for air travel with
Canada's WestJet or other airlines. But they can also put those earned
miles toward earth-bound purchases ranging from DVDs and coffeemakers to
snowmobiles and MacBooks. Or, they can exchange them for gift cards
from a slew of retailers, including Shell, The Gap, Talbots and Rexall
Pharmacy.
The catalog itself is flexible, showing up both online and in print.
It's also available in retail outlets to encourage new enrollments—and
redemptions by current members. The program is a fascinating study of
the way offline and online channels can interact to produce a
promotional campaign with touchpoints to suit every user's needs.
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