Heinemann Australia has relaunched its Heinemann & Me Loyalty Program in its Sydney Airport international and forthcoming domestic airport stores, creating a seamless and more compelling retail experience for connecting passengers moving from terminal to terminal.
The Heinemann & Me Loyalty Program enables personalised customer experiences and offers experience that rewards customers for their loyalty and repeat business. With access to over 500 luxury and premium brands, customers can find everything from designer fragrances and cosmetics to fine wines and spirits.
To reintroduce the programme, Heinemann has created the Heinemann & Me lounge, an engagement zone at Sydney Airport’s international terminal, to promote the benefits of membership and to sign up new members. The lounge features a claw machine with product samples and minis for travellers to try out.the lounge will also include an area to relax and rest their feet while they wait for boarding. The relaunch is also supported by an in-airport and digital media campaign, dedicated Heinemann & Me ambassadors.
The relaunch of the programme offers travellers exclusive promotions and great offers, with new partners La Prairie Art of Beauty, Sydney Airport Carpark and Plaza Premium Lounge and more to follow coming onboard to extend special prices for members. This is in addition to a A$15 birthday shopping voucher every year, a 5% storewide discount for new members, and the opportunity to earn points redeemable for in-store vouchers.
“The relaunch of Heinemann & Me is perfectly timed with the upcoming opening of our domestic terminal stores in Sydney Airport. The value proposition is much more compelling for domestic travellers who travel much more frequently,” commented Heinemann Australia Managing Director George Tsoukalas. “This is part of our constant drive to be a valuable travel companion for our customers and rewarding our most loyal customers.”
Heinemann & Me members are among the company’s best customers. In Australia, the average transaction value for members is 83% higher than that of non-members, and basket sizes are also 25% larger, highlighting the importance of consistent engagement with these customers and the benefits they gain through this programme.
The activation zone will be live in Sydney Airport’s international terminal until the end of the year, and will be recreated in Terminals 2 and 3 once Heinemann’s stores there begin operations.