Developing Loyalty through Data with airasia rewards

The airasia Super App’s loyalty program, airasia rewards, is a data-driven loyalty program where we utilise our data from our members’ transactional and non-transactional activities, such as consumer engagement. These data are collected for analysis and segmentation, then translated into strategies and implementation. 

airasia rewards aims to drive stickiness among the members to continuously keep them in the ecosystem, eventually contributing to sales. There are two types of members' activities where consumer data is involved in the data collection process:

Data-driven Loyalty Program

• Commercial

  • The data of every transaction via the purchase of all airasia Super App products and services, such as buying a flight ticket, booking a hotel room, ordering food via airasia food, booking a ride with airasia ride,  as well as  airasia credit card and rewards+ subscriptions will be collected and analysed.

• Non-commercial

  • Another way of collecting our consumer data is through consumer engagement activities where we reward our users, such as our in-app games that everyone can discover in BIGGIE Wonderland - playing these games gets you FREE airasia points every day!

Data Collection & Analysis

To engage the right audience, airasia rewards uses high-quality behavioural data and incorporates real-time hyper-personalisation into its marketing strategy. By analysing behavioural data, we will segment members based on their level of loyalty, which leads to conversions— truly moving the business forward. 

With high-quality data and machine learning (ML), we can develop a data-powered member journey that covers the following:

Putting Data into Action

Once the data is collected and analysed, it is time to put all the efforts into action!

All marketing campaigns are executed towards the segmented target audience with personalised messaging through the following platforms to pique interest and purchasing activity, which eventually leads to retain loyalty among existing consumers.  

• App push notifications (APNs)

• Social media (Facebook, Instagram, Twitter, etc.)

• Electronic Direct Mail (EDMs)

• Paid Digital Advertising (GDN banners, FB sponsored posts)