Qantas Loyalty eyes B2B market to build business

By Rosie Baker | 23 September 2013
Qantas Loyalty chief marketing officer Stephanie Tully.

Qantas Loyalty is extending into the business-to-business market to provide loyalty marketing and data analytics services to other firms.

The shift reflects the growing demand for expertise in data and loyalty marketing. It has already begun working with book retailer Dymocks and plans to announce a host of other new business wins in the next six months.

Stephanie Tully, chief marketer for Qantas Loyalty, told AdNews the move into the B2B world offers the firm an opportunity to add a new revenue stream that leverages its “expertise and credibility” in the loyalty marketing space. It could see Qantas Loyalty running standalone CRM programs for other brands.

“More and more small, medium and large businesses are looking at data and loyalty and Qantas Frequent Flyer and Qantas Loyalty are well known as being a successful example of how you can monetise a loyalty program and still engage members,” she said. “We want to be able to help other people do that and run it as a new growth pathway. It’s an exciting phase for this business.”

The B2B model is one other global loyalty firms follow and Tully says Qantas Loyalty is keeping an eye on global businesses such as AIMIA, which runs the UK Nectar scheme and Air Canada’s Aeroplan program, among others, and has started operating in the region.

The company changed its brand architecture so that it could carve out a strategy and move into the B2B space alongside its own loyalty business. Qantas Loyalty is still aiming to grow its business through its core program by adding new partners and growing membership but Tully believes there is also a new opportunity in the B2B world.

Qantas expects to reach 10 million members this year and claims to be one of the biggest CRM schemes in the country.

This article first appeared in the 20 September 2013 edition of AdNews, in print and on iPad. Click here to subscribe for more news, features and opinion.

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