Dec 30, 2015
The card for the future
The Challenge
The Solution
We want the EuroAir card to be the card of the (near) future. The only card in your wallet you’ll need every day because it will give you
the best benefits and gives you the flair of belonging to the young professionals.
Achieving 1 million customers
Better card than existing cardGold +Silver +
Better card than existing cardGold +Silver +
Better than competitionGold +Silver +
Better than competitionGold +Silver +
No fee card Gold +Silver +
No fee card Gold +Silver +
Better card than existing cardGold +Silver +
Better card than existing cardGold +Silver +
Shuttle service at airportsWaiting loungeLuggage service
Points
Shuttle service at airportsWaiting loungeLuggage service
Points
Earn: underground, running, walking, sharing
Redeem: petrol, bike, trains, sportsWin: travel and tickets
Earn: underground, running, walking, sharing
Redeem: petrol, bike, trains, sportsWin: travel and tickets
Existing cardholdersExisting cardholders
Business customers Business customers
Young professionalsYoung professionals
The card that moves you
We introduce the card that moves you, literally and emotionally. Every mile you’re covering will be rewarded by extra points. You fly, you get points. You take the tube, train, you get points. You run in the city, you get points. You spread the
word, you get points.
Existing customers
• We need to invite them to take the new card• We give them bonus points• They get more benefits for the same fee• Free Silver upgrade after 3 years• 3 tiered strategy
AcquisitionDemonstrate the benefits then drive response
‘don’t tell me you’re funny, tell me a joke’
Business customers Business customers Young professionalsYoung professionals
Focus on airports•Offer NFC payments onboard flights – sign up forms onboard•Stunts and PR in airports•Direct mail the 11.5m airmiles customers•Airline customers booking first flight•Existing VISA customers – direct mail
Focus on city leisure and travel•Leisure activities•Email all city travel card users•Location based targeting in bars and restaurants•Cinema – next time go to the premiere sign up today
Retention
Front of walletFront of wallet
RenewalRenewal
Usage
Frequent usage
Large and small purchases
Maintain the behaviour
“I can’t wait to renew my card”
Free upgrade to Gold after 3 years
Free upgrade to Gold after 3 years
Point of saleLocation based sms
Point of saleLocation based sms
Direct reminders by sms/mms
Direct reminders by sms/mms
Relevant messagesUsing data to inform
messages
Relevant messagesUsing data to inform
messages Propensity and behaviour to reduce
churn
Propensity and behaviour to reduce
churn
Random acts of kindness
Random acts of kindness
Amplification by linking tools to social
media
Amplification by linking tools to social
media
SummaryThe card for the future
• Extend the card proposition to appeal to a younger, higher profit audience
• Demonstrate the benefits to create a push/pull strategy for acquisition
• Remind customers frequently how to earn and redeem in order to drive high retention rates