EasyJet could soon be on the hunt for a CRM specialist agency following trials of a new “invitation-only” frequent flyer scheme, which the no-frills airline is considering rolling out.
The company’s ad account is held by VCCP, while media is run through OMD. The airline does not have a dedicated CRM business on the loyalty account but Havas EHS handles its main direct marketing business.
EasyJet’s marketing activity reigned supreme at the 2014 Marketing Society Awards for Excellence, taking home no fewer than five prizes, including the Grand Prix for its ‘Europe by EasyJet’ campaign.
The new loyalty scheme offers increased flexibility on bookings, a price guarantee and a dedicated phone number and is part of EasyJet’s strategy to drive repeat bookings; 57% of bookings are made by existing customers, up from 50% in 2010, while figure for returning business customers is even higher at 62%.
The frequent flyer trial, which has been running for the past three months, involves more than 15,000 passengers in the UK, France and Switzerland. The airline claimed over 90% of the trial group has said the frequent flyer scheme is appealing to them.
EasyJet chief executive Carolyn McCall said: “In setting up our trial we listened to our passengers to understand what they most value and tailored the scheme to reflect this. Unlike traditional airlines difficult to use mileage schemes our loyalty scheme gives passengers benefits they really value and is simpler to run.”
The airline also participates in three other loyalty schemes – Nectar, RBS Your Points and Emirates Skywards – which enables members of these schemes to acquire EasyJet flights when they redeem points.
The move comes as EasyJet reports revenue up 6.3% year on year at its end of year results. It says profit before tax is up 21.5%, rising from £478m to £581m.
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