Qants Marketing Report
Qants Marketing Report
Qants Marketing Report
Presentation Topics
1. 2. 3. 4. 5. Background Our Approach Key Learnings Our Future Summary
1. Background
FFP Industry
Began in 1981 with American Airlines 120 million people enrolled* Over 14 trillion miles accumulated* Valued at more than US$700 billion* High perceived value of points vs cash
Member DNA
Car insurance 60% Rates Food and non-alcoholic beverages Car servicing and consumables 40% Mortgage Household furnshings Other recreation goods and services Clothing
20% Rent Restaurants and other meals Air fares, travel packages and car hire Telecommunica tions Hotels
Health insurance
Car purchasing
Alcohol
Personal care
Housing
Clothing
Miscellaneous
Food
Transport
Leisure
Health
Miscellaneous
Personal care
2. Our Approach
Better Targeting
Statements - Printed
Up to monthly (depending on tiers)
Statements - online
2.7 million Frequent Flyers opted in for online statements
eDM
Monthly Frequent Flyer eNewsletter Sent monthly to 1.5 million Frequent Flyers Opened by 40 to 50% Click throughs 15 25% Unsubscribes <0.05%
qantas.com
One of Australias most popular websites Over 5 million visitors per month
Direct Mail
A popular channel with Partners Excellent cut-through for well targeted communications
3. Key Learnings
% responses
My preferred airline
Cheapest
1 Responses to What justifies Qantas price premium? Source: Upgrades Survey (n=483); Eureka Strategic Research
Partner A
Market Share
Partner B
20%
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
120
QFF Loyalty redemption
113
100
91
80 Years
60
5 times faster
20
4. Our Future
The Model
Great Rewards
Currency as Enabler
Coming Enhancements
3 million+ reward seats today
Classic remains cornerstone of proposition
Relaunch Campaign
5. Summary
Thank You