20th December, 2021
The past 20 months or so have seen interesting partnership-related initiatives from airlines for their FFPs.
While certain airlines believed in enlarging their ecosystem, for others signing partnerships was also driven by the fact that members needed to be engaged when members weren’t traveling. Either way airlines have counted on the power of partnerships to reap benefits.
For many airlines, creating and bringing these partnerships to life hasn’t been a straightforward task.
Agility is of paramount importance. In order to address the long tail with new partners, an entity has to act fast to offer a luring proposition to their customers. And carriers have shown they can act and deliver results.
The Mallet Group spoke about what value partnerships can generate for a company and its loyalty program in a webinar last week.
Highlights:
- Steve Sickel, CMO, The Mallet Group referred to key areas like enhanced CX and borrowed brand value. Talking of CX, he said, “Partners can enhance a brand’s customer value proposition by providing additional benefits to customers.” He shared the example of Uber and Spotify, where the former intended to personalise and differentiate customer’s travel experience, and this partnership allowed a rider’s music system to transfer to the Uber driver’s vehicle speakers. For incremental brand value, he spoke about DoorDash and 7-Eleven.
- Lars Holmquist, Chief Revenue Officer, The Mallet Group spoke about data sharing, for example, data from transactions. “(Work with) partners with strong data skills/ systems and (focus) on refined insights on similar customers that can be shared with the company,” he said. He also spoke about expanding distribution.
- Marc Berman, CEO, The Mallet Group spoke about cooperative marketing. The products can either be complementary, supplementary or might have different seasonal cycles. Think of merchant networks, beverage companies, complimentary travel brands, grocery and fuel rewards etc.
By Ritesh Gupta
Ai Team
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