Qantas pushes deeper into data with coalition of the willing

By AdNews | 15 August 2014

Qantas' move to a dedicated website for its loyalty scheme is the latest push from the airline's fastest growing business unit. There's more in the pipeline as it expands its data offering for advertisers.

But for now the loyalty unit's top marketer Stephanie Tully said the portal's about building a dedicated online platform that shows members how to spend their points.

A raft of agencies were behind the portal – from 303Lowe to Droga5, Razorfish, Vii and Incentive Networks – as well as in-house teams.

The business now has around 100 partners. Tully said that the pull for brands including Apple, eBay, The Iconic, David Jones and Selfridges is "that they know Qantas points change behaviour, it helps them acquire and retain customers [and having more partners] creates the 'coalition effect' … the more the overall partners, the greater the overall benefit.”

Partners don't get sight of the data from the program, “but they have their own data... it's the power of points to change behaviour” that makes the scheme an attractive proposition, she said.

The company is one of few businesses that can genuinely match on and offline data via the scheme, which now includes purchase data from 300,000 cash card holders. It is wrapping in staff reward schemes, epicure and even golf into the mix.

With data from 10 million members and the second biggest currency in Australia outside the dollar at its disposal, it will be interesting to see what the loyalty unit does next, and what that means for media businesses.

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