a new digital landscape for air miles

a data-driven organization with healthy ambitions for 2016

Flashback to 1994: the originally British Air Miles finds its way to the Netherlands. The clever loyalty program makes it easy for customers to save points, whether they’re doing groceries or getting gas. Using Air Miles, operator Loyalty Management Netherlands BV hopes to increase customer loyalty with participating companies. And it becomes a huge success, because if there’s one thing the Dutch love, it’s coupons and trade stamps.

brand loyalty is decreasing

Fast forward to 2016. Consumers have a huge number of online and offline stores to choose from. Providers need to match consumer demand, so a relevant and customized approach is essential. And Air Miles is no different.


a digital makeover

Air Miles knocked on our door with a healthy ambition: they wanted to transform into a ‘data-driven’ organization. This transformation called for a new online environment. Our mission was to digitize the loyalty program’s strong brand. We wanted to reward its more than 4 million customers for their loyalty with personal offers – and we wanted to do so via the website, via mobile applications, and via social media! This was our starting point for the first sketches we made together with Air Miles.

flexible project approach

Our team of Hippo and Mendix specialists got to work. Some of them worked on location with Air Miles, some of them stayed in our office in Utrecht. The ‘scrum’ was key: our flexible development method enabled us to make huge leaps, and we regularly delivered fresh batches of code.

Rogier Duin, director of business acceleration with Incentro: “Whether it’s offering tickets for the Efteling straight from the app, personalizing the screen-content at Shell gas stations, or delivering customized ads based on customer location: Air Miles and Incentro worked really hard to create a unique digital experience. And the great thing, we’d barely finished the project or the first innovations started popping up.”

familiar brand in a new environment

We built a new website, a new my-environment, and an app – in only ten weeks. Air Miles will now always stay interesting for its loyal customers by rewarding them in a more personal manner. The app also means that users always have their members’ card handy, so they can leave the physical card at home. They also have easy access to their points and personal deals, wherever they are.


a modern milestone

We realized lots of ideas in a short time. And now that the software has been developed, we’ll keep adding new functionalities to make the app even handier. For example, we’re working on the possibility for users to save and spend points together.

The most important consideration for Air Miles to build a digital environment was the ability to quickly realize new initiatives. Their goal: to get customers out of their lazy chairs. With this project, we made Air Miles ready to prosper in the digital age.