Comarch Lends Helping Customer Loyalty Hand to Brussels Airlines

Officials at Brussels Airlines, which underwent a strategic turnaround, wanted to strengthen their loyalty prop­osition and supplement its existing Lufthansa Miles & More loyalty program with a new program focused on a different target group.

Enter Comarch.

Brussels Airlines selected Comarch Loyalty Management Travel Edition to power the launch of its second-tier frequent flier loyalty program. In October 2015, the national airline of Belgium launched a loyalty program known as LOOP, which co-exists alongside the Miles & More program.

With a fleet of 50 aircraft and a team of 3,500 employees, Brussels Airlines transported 7.7 million passengers and generated 1.2 billion EUR in revenue in 2016.

Before it selected Comarch to power the LOOP loyalty program, Brussels Airlines expected an offer meeting the following criteria:

A system that can power the airline’s loyalty proposition for both frequent and non-frequent flyers.

Revenue-based point accrual: Points for purchasing tickets and other onboard services, co-branded credit card usage, and transactions from partners.

Activity-based point expiration: Points won’t expire if a member flies once per year.

Automatic retro claims with promotion reprocessing in integration with Brussels Airlines’ system.

No blackout dates: Collected points should be redeemable on any commercially available flight.

Family pooling proposition: To make the program more relevant for non-frequent travelers.

Redemption unlocking rules: Members being eligible to start redeeming points under the fulfillment of a specific condition.

Redemption can be made not only on the fare but also on the transportation charges. Members can redeem on the fare and the transportation charges.

“Comarch presented the best solution from Day 1, not only in terms of its product but also thanks to its agile structure,” Gemma Muñoz, loyalty manager for Brussels Airlines, explained to Loyalty360. “Comarch’s professionals always look for the most efficient way to answer our needs. One year after the launch of LOOP, the results are way above expectations!”

After Brussels Airlines chose the Comarch Loyalty Management Travel Edition to power the launch of its second-tier loyalty program, the following modules were implemented:

Business Administration: Core module provides all the administrative functions needed for program and system configuration, as well as operational maintenance. Dedicated for system administrators and business users.

Member Portal: A web portal dedicated for program members. The portal is based on the CMS framework that enables fast and easy customization, both in the case of the content as well as the look and feel.

Contact Center: Designed to streamline CRM activities, and manage customer accounts and communications with program members. Dedicated for call/contact center agents.

Data Hub: A tool responsible for streamlining file exchange process. It allows users to quickly and easily integrate new partners, reducing time and costs of new integrations.

Comarch Smart Analytics: Robust reporting and analytics product enabling to track end-to-end loyalty program performance.

“Powerful products supported by an impressively reliable service,” Alessandro Alfano, loyalty operations manager for Brussels Airlines, told Loyalty360. “With its solutions and attitude, Comarch has proven to be our strongest ally in the successful challenge of creating a new type of loyalty program−one for infrequent travelers.”

Here are some of the advantages of implementing the program:

Scalable and robust system architecture that enables further growth of the LOOP program.

Advanced tools for managing program accrual rules.

End-to-end partner management capability to expand program partners’ network.

Engaging member portal providing attractive educational content about the program.

LOOP loyalty proposition has been embedded and integrated into all e-commerce channels of Brussels Airlines.

Robust interfaces for integration with airline systems for redemption, accrual, retro-claim validation, and profile synchronization.

Brussels Airlines launched the parallel loyalty proposition to Miles & More within nine months of project kick-off. The airline gained a new tool to build relationships with customers, who were unable to benefit from existing frequent flier program proposition. What’s more, Brussels Airlines gained a business proposition that helped maintain a high competitive advantage against expanding low-cost airlines at Brussels Airport.

The program introduced the following capabilities:

Rewarding customers based on their spend on services and flights operated by Brussels Airlines.

Rewarding customers for car rental with Avis, Sixt, Budget, Europcar, and Thrifty.

LOOPs do not expire as long as the member remains active in the program (flies minimum once a year).

Ability to collect points together with friends and family. Thanks to this, members feel a more personal connection with the program. Members can add up to four family members living together or friends.

Rewarding customers for hotel bookings via

Ability to redeem points at any time for any flight. LOOPs can be redeemed on any ticket Check & Go, Light & Relax, Flex & Fast, or Bizz & Class.

It is possible to use LOOPs to cover the fare, and also the air transportation charges.

An offer of mixed redemption on Brussels Airlines flights, fare party covered by LOOP points and by cash.
Here are some key results:

175,000 members (16 percent above the 2016 objective)

15 percent increase in online bookings by loyalty program members

340 percent flight activity growth in nine months by members

Four partners added to the program (BNP Paribas, Booking, Cartrawler and Radisson Hotels and Resorts)

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