The Qantas Frequent Flyer Rewards Room
A experiential retail showroom that took loyalty and engagement to new heights.
Qantas is one of the most well-known flying companies in the world, and their popular Qantas Frequent Flyer programme is substantial. It’s a vital revenue stream for them, bringing in profits of almost $400 million annually. But, it’s a complex programme, with many layers of earning and spending options. Our mission: drive new acquisition and encourage consistent engagement by educating users on the full extent of the reward options available. And we completed it with a global-first airline solution – The Qantas Frequent Flyer Rewards Room at Melbourne’s Terminal 1.
To achieve our client’s awareness, education and engagement goals for Qantas Frequent Flyer (QFF) programme, we created a ‘clicks to bricks’ strategy, a global-first airline solution. The new Qantas Frequent Flyer Rewards Room at Melbourne’s Terminal 1 brought a physical edge to the typically, digital-centric marketing programme. This customised experiential retail showroom showcased the variety and power of the Qantas Rewards, and educated consumers on how they could travel, shop and enjoy doing things they wouldn’t usually be able to do without cash. Impressively, this store was delivered within six weeks from concept to launch.
This QFF Rewards Room incentivised flyers to visit by offering 100 points for entering the store daily. Then the expert brand ambassadors, affectionately known as ‘Point Pilots’, would spend quality time with each visitor sharing with them how they could best use the programme specifically to their requirement.
Stock in the store was on hand to bring tangible benefits immediately to life, and was carefully chosen to cover all the traveller profiles. Tablets were also stationed around the room so consumers could order items for home delivery. Naturally to draw footfall into the stand and increase dwell time, there were also ‘experience zones’ where we partnered with retail brands like Dyson to offer a free blow-dry bar while demonstrating new products. This also leveraged positive reciprocity, a technique we often bring into play with our experiences.
Creating the connection: The QFF Rewards Room helped Qantas recruit new customers, build brand loyalty and increase product sales and engagement among their existing network and third-party partners.
The brand activation showed that the Rewards are a powerful digital currency, and that Qantas as a brand, is about more than just flying – it’s an innovative retail partner that offers its passengers more.
If you’re looking to better understand techniques to drive footfall and increase dwell time for your brand activations, why not sign-up for one of our regular, global masterclasses. We’ll show you that the sky’s the limit when partnering with us.