Air Miles launches in Bahrain, as planned

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By: Wise Marketer Staff |

Posted on January 16, 2007

Air Miles launches in Bahrain, as planned

Rewards Management Middle East (the company behind Air Miles in the region) has launched the programme on target in Bahrain and aims to have more than 100,000 members by the end of 2007.

In June 2006 The Wise Marketer reported Rewards Management Middle East's (RMME) intention to roll out the Air Miles programme in Bahrain (see 5 Jun. 2006).

This has now happened, on target, and the programme has launched with over 57 Bahrain-based multi-national and local brands - including HSBC, the Jawad Business Group and Al Hawaj. With over 200 regional participants, Air Miles has certainly come a long way since its middle-eastern launch five years ago.

Tapping potential According to Dave Battiston, CEO of RMME: "Driven by a customer satisfaction market survey we conducted in Bahrain and continuous demand from local brands, we decided it was the right time to tap the market's huge retail potential. We already have over 50,000 pre-enrolled Air Miles cardholders and are confident that we will be able to target more than 100,000 by 2007 end."

Major increases The impact on regional Air Miles participants has been significant, with companies reporting major increases in sales and turnover. HSBC is just one example, reporting a 29% rise in customer spend levels and a 50% increase in card acquisitions every year, since joining Air Miles.

In order to stay in contact with its customers, the company is operating an interactive web site, active customer service centre, and an in-house call centre.

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