Air Miles launch to transform Bahrain's retail sector

The free-to-join programme is successfully run in the UAE and Qatar and has signed up more than 57 Bahrain-based multi-national and local brands - including HSBC, the Jawad Business Group and Al Hawaj. With over 200 regional participants, Air Miles has come a long way since its Mid East launch five years ago.

"Driven by a customer satisfaction market survey we conducted in Bahrain and continuous demand from local brands, we decided it was the right time to tap the market's huge retail potential," said Dave Battiston, CEO, Rewards Management Middle East (RMMEL), the company behind Air Miles in the region. "We already have over 50,000 pre-enrolled Air Miles cardholders and are confident that we will be able to target more than 100,000 by 2007 end.

"As the only inter-country loyalty programme that provides cardholders the opportunity to collect Air Miles in the UAE, Qatar and Bahrain, we aim to help members earn free Air Miles through their every day shopping and redeem them for rewards and experiences."

Customers can now collect Air Miles and redeem them for a massive range of rewards including adventure and leisure to jewellery, flights, electronic items etc.

"Through our partnership with Air Miles we aim to provide customers more value each time they shop," said Jawad Al Hawaj, Chairman of Retail Sales & Traditional Markets Committee, Al Hawaj, Bahrain. "We see our existing and loyal customers holding Air Miles cards benefiting immediately."

The impact on regional Air Miles participants has been huge, with companies reporting major increases in sales and turnover. HSBC is just one example, reporting a 29% rise in customer spend levels and a 50% increase in card acquisitions every year, since joining Air Miles.

"The benefits that Air Miles has provided HSBC are self evident. We are a part of one of the world's largest financial services organisations and aim to add value to customers banking with us," David Jones, Acting CEO, HSBC Bank Middle East, Bahrain. "Participating in a world class loyalty programme, which Air Miles is, enables us to do just that and in a new and innovative way for the Bahrain market."

Additionally, Air Miles is easily accessible to members through an interactive website and active customer service centre. The company's in-house call centre ensures that Air Miles is constantly in touch with its members, assisting them through the process of redeeming points for rewards and tracking their attitudes to different elements of the programme.

"We have enjoyed working on such an exciting project such as Air Miles in the UAE and Qatar and are happy to be part of the launch for our customers in Bahrain," said Faisal Jawad, Jawad Business Group. "With Air Miles, we will strive to continually keep evolving the programme to ensure consistency in meeting customers' requirements."

With a large number of shoppers actively registering with the loyalty programme and gearing up to collect Air Miles from participating brands, Air Miles is set to revolutionise Bahrain's booming retail market.