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Heinemann relaunches loyalty programme at Sydney Airport


Heinemann Australia has relaunched its Heinemann & Me Loyalty Programme in its Sydney Airport international and forthcoming domestic airport stores,

The initiative enables personalised customer experiences and offers experience that rewards customers for their loyalty and repeat business.

It notes that passengers now have access to over 500 luxury and premium brands covering 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.

© Kurt Ams.

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 also offers travellers exclusive promotions 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.

“The relaunch of Heinemann & Me is perfectly timed with the upcoming opening of our domestic terminal stores in Sydney Airport,” enthuses Heinemann Australia’s managing director, George Tsoukalas.

“The value proposition is much more compelling for domestic travellers who travel much more frequently. 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.

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