The Mileage Company
The UK experts in designing, developing and managing reward & loyalty schemes
Our views
The Mileage Company's MD, Andrew Swaffield, looks at how the economic conditions that helped Airmiles become a household name in the late 1980s are being replicated today.
Reward schemes are more relevant today than they've ever been.
Companies are increasingly investing in customer engagement – embracing the unique strength of reward schemes and seeing the benefit of coalitions with leading brands.
The concept of 'free' has never sounded so good to consumers. And the enduring passion for luxuries like travel, and reluctance to forgo these despite tough economic times, make travel and leisure increasingly powerful incentives.
The opportunity to release distressed inventory as a customer incentive, by selling miles or points, is proving to be a major source of revenue growth in today's difficult times.
With 20 years' expertise through its reward schemes, The Mileage Company is even better placed, not just to lead its clients through these troubled times – but to revolutionise their customer relationships and help them grow.
The heritage
Over the past 21 years, The Mileage Company has established a detailed understanding of the behaviour and psychology associated with running profitable reward schemes.
Our schemes have gained loyal customer bases and we've developed a flexible and agile team, with a broad working understanding of reward marketing and the financial dynamics of profitable reward strategy.
But, above all, our schemes' successes have been built on long-term rewarding partnerships across a range of business sectors, far beyond the world of the traditional frequent flyer programme.
The opportunity
The Mileage Company offers a spectrum of solutions, from commercial consultancy to full management, whether you want to join an existing scheme or use our skills and technologies to create a new, tailored programme and currency.
It seems the logic behind the innovation of airline reward schemes in the eighties is as valid today – free things are definitely worth more in a recession
A well-run reward scheme is a win for everyone. Members get recognition and service improvements, while collecting miles for leisure use. Partners get access to highly valuable customer databases with high spending customers, and airlines get income from selling miles, make use of unsold distressed inventory and see increased engagement from their best customers.
The key is to ensure that loyalty is not taken for granted and that we continue to make the experience of collecting and using miles easy and fulfilling.