Loyalty programs that allow customers to earn points and collect rewards for everyday spending habits can be a powerful customer engagement motivator. This strategy takes a realistic view of customer behavior and acknowledges that consumers will inevitably, on occasion, interact with other outside brands.
This strategy is also popular with customers because it allows for an increased level of flexibility. By removing the constraints associated with forcing a consumer to engage with a single brand alone, companies can expand the value they offer, while still remaining top of mind.
This is akin to the loyalty program structure being implemented by airberlin, one of the largest airlines in Germany. Recently, airberlin’s loyalty program, known as topbonus, has begun expanding the number of ways members can earn points towards free flights and other various rewards.
topbonus is starting to become recognized for allowing members to collect miles in everyday life, and not just while booking flights. Currently, airberlin lets members earn miles by transferring other rewards points earned from their DeutschlandCard, SHELL Clubsmart, and American Express memberships to their topbonus accounts. Members can also earn topbonus miles for every euro spent using a Visa card.
And now, airberlin has announced another way for members to earn points, which is by simply shopping online. Through a host of new cooperative agreements with over 15 popular online sites, members can begin earning points for purchases made on Zalando, Amazon, ebay, and more.
"There has been a sharp rise in the number of ways to collect miles with topbonus - on the ground and in the air.” said Anton Lill, Managing Director at topbonus. “For instance, customers who shop on Zalando, Amazon, ebay, OTTO, Conrad, Lieferando and numerous other established and popular portals via topbonus.de/shopping will automatically receive up to five award miles for each euro they spend. It is a fantastic way to collect miles for award flights and a wide variety of rewards from the online topbonus Shop."
These new online shopping agreements mark the fifth way airberlin customers can earn topbonus points, which makes it one of the most flexible and dynamic airline loyalty programs around.
"topbonus has grown into a popular program that allows each member to collect miles every day, just by following their usual routines," Lill concluded.