Case | HBS Case Collection | July 1993

Air Miles Canada

by Thomas O. Jones, Leonard A. Schlesinger and Roger H. Hallowell

Abstract

Air Miles Canada both increases customer loyalty by rewarding shopping frequency at specified merchants, and enables its sponsors to develop a new, more complex understanding of their customers' (and potential customers') shopping habits, thus making future customer acquisition more efficient.

Keywords: Programs; Customer Relationship Management; Information Management; Air Transportation Industry; Canada;

Citation:

Jones, Thomas O., Leonard A. Schlesinger, and Roger H. Hallowell. "Air Miles Canada." Harvard Business School Case 694-008, July 1993.