Air Miles is investing in new technology to develop interactive
capabilities and move toward one-to-one consumer marketing.
The company has set up a new technology unit called INTCO, which will
relaunch the Air Miles web site in May next year and link it to
partners’ sites such as Sainsbury’s, BT and NatWest.
Air Miles plans to integrate its four million-strong customer database
with its web site, enabling it to create personalised internet marketing
initiatives. It hopes to e-mail consumers with appropriate offers when
they have sufficient loyalty points.
INTCO is installing software called BroadVision, which is already used
by British Airways’ US partner American Airlines for its own loyalty
While consumers can check their points and flight availability on Air
Miles’ web site, they can not yet book online. An Air Miles spokeswoman
said it hopes to achieve this late next year. To do so, the Air Miles
database will need to be integrated to BA’s online booking service.
Air Miles, formed in 1988, paved the way for similar loyalty
Purchased by BA in 1994, it employs over 900 staff and made pounds 18.5m
profit last year.