BalticMiles leveraged social media and crowdsourcing to modernize its loyalty program. It launched the BalticMiles Brainstorm program on Facebook, which allowed members to provide ideas on potential partnerships and rewards. The top ideas received bounties and the winners worked with BalticMiles on development. This drove significant engagement increases and the first fan-inspired project was implemented within three months, helping to boost rewards earning. The initiative won a global innovation award and BalticMiles continues collaborating directly with members.
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SimpliFlying Client Case Study: BalticMiles
1. BalticMiles Crowdsources Growth
Strategy with Its Customers
BalticMiles, the loyalty program of airline airBaltic, leverages on social media to modernise its loyalty
program and received huge boost of confidence from both frequent and non-frequent flyers,
winning global recognition with Loyalty 2013 award.
The Challenge
Where the story begins
BalticMiles is a multi-partner loyalty program that rewards
members for their interactions with the airline airBaltic, and for Strong regional
competition
shopping at partner retailers.
While it is an extensive rewards program, airBaltic is not part of
any airline alliance. As such, it faces strong competition from Need to grow
loyalty programs such as FinnAir Plus under oneworld alliance customer base
and SAS EuroBonus.
To optimize customer loyalty and results, BalticMiles Sought active
approached SimpliFlying to help it build closer relationships member
with its customers, as well as expand the customer base by feedback and
tapping into the network of its partner merchants. participation
2. SimpliFlyingâs Expertise at Work
Advise â Conceptualize - Coordinate
Over the course of two days, SimpliFlying acquainted the BalticMiles team with case studies
of airline loyalty programs from around the world. We facilitated an intensive brainstorm
session to come up with ideas that would eïŹectively leverage BalticMiles' biggest advantage
as a small program - flexibility. Not being part of an airline alliance program meant
BalticMiles could quickly innovate in accordance to the latest trends and feedback.
In June 2012, BalticMiles Brainstorm program, was launched on Facebook to solicit from
members ideas for creating the world's first user-generated loyalty level. Conceptualized
with SimpliFlying and the application developed by Napkin Labs, Brainstorm sought to drive
further engagement by putting its customers at the center of the company's growth
activities.
The Idea
Bal$cMiles
 Brainstorm
 is
 a
Â
 crowdsourcing
 pla5orm
Â
that
 allows
 members
 and
 fans
 to
 directly
 impact
Â
their
 use
 of
 the
 loyalty
 program.
Â
How It Works
Members
 could
 contribute
 ideas
 on
Â
Â
âąâŻ The
 poten$al
 merchant
 partners
 to
 include
 in
Â
the
 loyalty
 program
Â
âąâŻ The
 types
 of
 beneïŹts
 or
 privileges
 desired
 for
 a
Â
par$cular
 membership
 level
Â
Making it Work
Ideas
 were
 voted
 through
Â
Facebook
 âlikesââ
 with
 the
 top
Â
being
 awarded
 with
 a
 bounty
 of
Â
100,000
 mileage
 points.
Â
Â
The
 winners
 would
 also
 be
Â
invited
 to
 work
 with
 the
Â
Bal$cMiles
 team
 to
 further
Â
develop
 the
 their
 ideas.
Â
Â
3. Results & Impact
BalticMiles and customers working hand in hand
Over 420 new
ideas and 6000 Within a month of the program launch, BalticMiles received a
comments twentyfold boost in âlikesâ on its Facebook page, saw over 400
ideas and a swath of new page visitors. By the end of the
campaign, BalticMiles Brainstorm had fielded about 6,000
comments.
First fan-inspired
project Three months later, BalticMiles announced their first fan-
implemented
inspired projectâ a rewards project that sets a personal goal
within three
months for each user. This not only encouraged shopping among the
members, it helped to raise awareness about BalticMilesâ
network of merchant partners, especially to the less active
Won award at members.
Loyalty 2013
As a result, 5% of BalticMilesâ most active database segment
has further multiplied their rewards points by 3.5 times.
In 2013, BalticMiles Brainstorm received the Global Innovation
in Technology Award at Loyalty 2013.
Currently, BalticMiles is embarking on the second phase of
the initiative, bringing in the winners of BalticMiles
Brainstorm to form a board that would be working closely
with the team to develop and implement the ideas.
What BalticMiles has to say:
âWe
 were
 very
 happy
 to
 work
 with
 SimpliFlying
 team.
Â
Their
 exper$se
 allowed
 us
 to
 excel
 with
 a
 truly
Â
innova$ve
 campaign
 that
 was
 very
 much
 appreciated
Â
by
 our
 members.â
- Gabi Kool, CEO, BalticMiles