BAA signs The Logic Group to operate WorldPoints
The UK airport operator BAA has appointed information and transaction specialist The Logic Group to take over its 'WorldPoints' loyalty programme, which has recently been enhanced and relaunched.
BAA's WorldPoints loyalty programme operates throughout seven UK airports (including London Heathrow, Gatwick, Stansted, and Edinburgh), and currently claims membership of more than 500,000 people, at least 100,000 of whom are regular airport shoppers.
Loyalty services The Logic Group is providing BAA with a managed loyalty service that covers all aspects of the WorldPoints programme. Data captured at the point of sale, both from third-party retailers and from BAA's own World Duty Free stores, will be analysed and then sent to the Logic Group's central loyalty database. From that database, The Logic Group's loyalty insight consulting team will provide BAA with critical information and recommendations on customer segmentation and spending patterns, enabling BAA to target customers with the right offers at the right time.
The programme's objectives are to provide a high quality experience for BAA's best customers, and to generate incremental sales by providing motivating rewards and tailored communications, both online and offline. The programme encompasses more than 150 participating brands and over 600 outlets for a range of retail activity (from shops, bars, and restaurants to car rental and parking).
Member benefits Members collect points for their purchases at the airport, and can then exchange them for a range of shopping and travel rewards, including AirMiles and £5 airport shopping vouchers.
WorldPoints members also benefit from assistance from a contact centre run by The Logic Group, which provides support (by mail, e-mail or by telephone). A real-time transactional web site - also designed and managed by the group - offers BAA customers an enhanced service for ordering their rewards, viewing their points statements, viewing their account balance, and updating their membership details.
Stephen Ross, BAA's head of customer development, commented: "Using The Logic Group's managed loyalty services meant that we could take WorldPoints forward in a marketplace that is ever more competitive."