AIR MILES REWARD MILESGamification in Customer Engagement

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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AIR MILES REWARD MILES• AIRMILES seem to understand

the true power of gamification

in loyalty programs:

– Accelerating engagement and

understanding

– Targeting the underlying drivers of

loyalty program impact

– Controlling PR related costs

AIR MILES REWARD MILES

• Air Miles recognizes

that the impact of its

loyalty program is

ultimately driven by

earning and spending

rates.

AIR MILES REWARD MILES

• Any loyalty specialist

will tell you that when

both rates go higher,

the ulitmate winner is

the loyalty factor

AIR MILES REWARD MILES• By creating a competitive

element between members,

Air Miles will drive check-in

(and hence visits) to its

sponsor locations -- a key

driver of earning levels.

AIR MILES REWARD MILES• What’s best about this effort

is that it is driving

engagement among the best

members -- often not the

focus of companies -- despite

it being the highest likely ROI

in terms of business value

AIR MILES REWARD MILES• All this is achieved by

gamification which offers

much higher visibility while

keeping costs per

impression lower (without

impacting good will)