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Synergy Airways

CHALLENGE

Deal with increased balance sheet liability

This global airline company operates an exclusive rewards club for its flyers, who accumulate air miles towards a variety of rewards, such as free travel, seat upgrades and premium gifts.

Issues which arose with the air miles program were an increased balance sheet liability due to unredeemed air miles and difficulty for members finding suitable redemptions for their accumulated miles. The challenges included attracting new customers to the loyalty programme, promoting the airline brand and giving members a unique product offering superior to the airlines competitors.

The airline wanted to ensure an enhanced shopping experience for those customers not only on board the aircraft, but before and after they chose to fly. As the air miles program is aimed at a predominantly well-off segment, any solution would have to meet their exacting requirements.

A further challenge was the time to implement a solution. There was an increased focus on promotions and sponsorship to generate higher brand awareness in the marketplace. To support these major marketing investments, project delivery deadlines were extremely tight.

SOLUTION

An exclusive shopping experience

The decisions was taken to source services from the Broker group and use the expertise of Broker finance to ensure that all financial elements were optimized and managed expertly.

An exclusive shopping experience was designed and rolled out globally for the airline. The solution consisted of a paper-based and online catalogue, which allowed customers to browse and choose from a vast array of products.

Orders could be placed via a call centre or directly via the web-shop
and customers had the option to select various payment methods, from air miles to credit cards or a combination of both. Broker has handled the trade spend and debt management processes for the client’s paper-based and online catalogue since its inception.

RESULTS

A worldwide success

  • Shopping service available in over 60 countries worldwide
  • Global logistics network capable of delivering all products to every country
  • Management and control of monetary transactions
  • Hosting of dedicated Paypage for client
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