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 The Program was owned by Loyalty and

Marketing Services, Alliance Data Corp
(ADS)

 Business Segment :
1. Transaction Services
2. Credit Services
3. Marketing Services

 Employed 8.000 associates, more than 40

location worldwide


 Sponsors
£ Included supermarket, financial services provider, a
national petroleum retailer, speciality retailer,
pharmaceutical retailer, consumer services and business
to business services
£ Change customer behavior to increase Market share and
profitability
£ Provided a sponsor with a turnkey loyalty program at a
lower cost
 The Collectors
£ Include individual consumers and households
£ Accumulated reward miles based on their purchases at
sponsor location
£ Or by using one of program¶s credit card partners
£ The program had issued about 17 bilion reward miles since
inception in 1992
 The Suppliers
£ Included airlines, leisure and entertainment
providers, and manufacturers of consumer
electronics that provided the products and
services that collectors could receive in
exchange for their accumulated AIR MILES
reward miles
 

 Revenue stream
[ The program collected fees
from the sponsors based on
the number of reward miles
issued, and it¶s become
revenue when the reward
miles were redeemed by
collectors
[ Fee from marketing and
administrative service
provided to sponsors become
revenue
  

 The competitor
1. Advertising and
promotional program from
sponsor¶s
2. Loyaly program and
service created by other
companies in market
    
 Differentiation
The ³democratization´ of
loyalty reward that being
the 1st to open an
opportunity to collect to all
Canadians, by offering AIR
MILES for all their key
shopping categories.




 Background
[ Credit card loyalty program were growing
in popularity
[ Collectors were diversifying their
collection across multiple categories
[ Wants to replicate the AIR MILES model



 
 Segmented Collectors group
1. The Best
2. Next Best The Target
3. Maintain
4. Low





 The Basic
1. Look outwards at the
competitive scenario
2. Acertain the gaps in the
market offerings and seek
differentiation
3. Adjust positioning
++ The Goal To change the
attitudes of a spesific
collector segment




 
 Storytelling
1. Brought together groups (20
Collectors) for in-depth
research in key customer
market across Canada
2. Develop story about ³feeling
rewarded´
3. Each story ended with
resolution




 

 The Goal Having access to

customer¶s emotion
developing new creative
platform that become new
journey for the brand (from a
functional experience to one
that is emotionally engaging