Major retailers like Lamcy Plaza, Damas, Bin Sina Pharmacy and banks like HSBC have reported significant increase in sales as a result of a partnership with Air Miles, a company official claimed.

"HSBC has reported a 29 per cent increase in credit cards sale and 50 per cent increase in card acquisition, while Damas and Lamcy Plaza have reported a 20 per cent and 31 per cent jump in footfall after tying up Air Miles," Dave Battiston, the company's chief executive officer, told The Business Weekly.

Air Miles, the world's leading multi-participant loyalty programme, has aligned with many of the region's top players from a range of retail sectors choosing brands that are accessible to consumers and bring credibility to Air Miles.

The company today has partnered with more than 130 brands and some of the big names include Axiom Telecom, Areej, Al Rostamani (Travel & Tourism), Gulf Greetings, Hertz, Hilton Hotels, CineStar Cinemas, Pan Emirates Home Furnishings, Rotana Hotels, Jawad Business Group, Al-Futtaim Watches and JewelleryAl-Futtaim Watches and Jewellery, Al Ghandi Electronics, JW Marriott Hotel, Renaissance Hotel, SNTTA Travel & Tours, Abela, African & Eastern, adidas, Oriental Stores, EmaxEmax, Al Jaber Optical Centre, Compume, Al Ansari Exchange, Bin Hendi Cafes and Emirates Post.

More options
"We are trying to get more and more companies to have an alliance with us and currently, are exploring options with etisalat, du and Dubai Water and Electricity Authority (DEWA)," Battiston said.

The company, as part of its strategic expansion plan, is eyeing the lucrative and huge market in Saudi Arabia. "We are close to making inroads in to the Kingdom where the retail landscape is amazing. We have a signed a deal and are just waiting to get into that market. We expect phenomenal growth," he added.

Since its launch in 2001, Air Miles loyalty programme is free for all to join. It has grown exponentially, with more than 1.4 million members enrolled from over 700,000 households in the UAE, Qatar and Bahrain. Now, over 80 per cent of all Air Miles members have either redeemed or have enough Air Miles to do so, making Air Miles the largest and most active retail database in the region. Air Miles is managed by Rewards Management Middle East (RMMEL) in the UAE, Qatar and Bahrain, and is part of the Loyalty Management Group that has been running successfully in the UK, Canada, the Netherlands and Spain for the past 20 years.

As the only free-to-join loyalty programme, Air Miles helps members increase their balance and redeem miles for attractive rewards and experiences ranging from jewellery to adventure trips to electronic and electrical items.

Battiston says that the Air Miles card is not a payment card. "It is a free card where one can shop at the UAE, Qatar and Bahrain and collect Air Miles points."

By Vinod Kumar PK

© The Business Weekly 2008

 

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