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Special Advertising Section
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Take Off With These Hot Offerings News on the Airline Alliance Frontier Advertisers' Website Addresses |
Click for Miles: ClickRewards™ Goes the Extra Mile Increasing sophistication in Internet technology has made way for yet another mileage-earning vehicle. Launched last spring, ClickRewards at www.clickrewards.com is offering its rapidly-approaching two million members -- up from about 300,000 members a year ago -- an opportunity to earn ClickMiles™ when making online purchases from approximately 60 shopping sites. The company is always looking for new ways for customers to earn miles, with online grocery services one area that is currently being explored. Each purchase entitles you to a designated number of ClickMiles, and special bonuses are offered on an ongoing basis. One ClickMile gets you one mile, which can be used toward travel on nine major airlines. ClickMiles can also be redeemed for a variety of merchandise ranging from digital cameras to CDs. Membership is free, but you must belong to the applicable frequent flyer program to transfer miles. ClickRewards is one of several programs created by Netcentives, Inc., a developer of online promotions, direct-marketing and loyalty programs to drive electronic commerce. The strategy behind ClickRewards is ideal for the business traveler, who is focused on both new technology and on earning miles. "The demographics of the early adopters of electronic commerce share the same demographics as the frequent flyer," says Perry Maynard, Netincentives' vice president of relationship marketing, who previously helped develop programs for Continental and Hilton. "Business travelers tend to be upscale and have greater disposable income than the general public -- and they advocate new technology. It's a perfect fit. Here was one of the earliest groups to engage in electronic commerce and, at the same time, an audience already highly motivated by frequent flyer currency." Specials are an integral component in the marketing mix, and Maynard is planning a holiday promotion where, among other activities, a different retailer will spotlight a special promotion each week. One week, for example, cooking.com might be offering double miles with any purchase; the following week, kbkids.com might be giving out bonus miles with the purchase of a specific item. The festivities will also include a contest where winners will come away with ClickMiles. "Promotions," adds Maynard, "are a great way to showcase our shopping partners, and we're always looking for innovative ways to introduce potential customers to all that we have to offer." One of the next steps for Click-Rewards is to send members e-mail messages of promotions and offers that target their particular interests. Information is gathered from various surveys where customers note their preferences. If a music promotion was being rolled out, details would be sent to individuals who had expressed an interest in music. "It's crucial that all your communication is relevant," states Maynard. Airlines participating in the ClickRewards program are America West, American Airlines, British Airways, Continental Airlines, Delta Air Lines, Northwest Airlines, TWA, United Airlines, and US Airways. ClickMiles can be transferred in units of 500 and above, and they can also be redeemed for merchandise.
Author: Annette Racond is a business travel expert and former Managing Editor of Frequent Flyer magazine. Design: Sundberg & Associates Inc. Web Conversion: WebTeck LLC Produced by: MeigsMedia, Ltd., Lake Forest, IL, e-mail: jonmeigs@earthlink.net |
