NEW MEDIA: Air Miles opens new unit with a one-to-one aim

Air Miles is investing in new technology to develop interactive capabilities and move toward one-to-one consumer marketing.

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

scheme.



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

schemes.



Purchased by BA in 1994, it employs over 900 staff and made pounds 18.5m

profit last year.



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