the card for the future the challenge the solution we want the euroair card to be the card of the...

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