#228: Loyalty Insights from IAG Loyalty

https://www.iairgroup.com/en (The International Airline Group) is one of the world's largest airline groups, formed by the merger of https://www.britishairways.com/travel/home/public/en_ae/ (British Airways) and the https://www.iberia.com/?gclid=CjwKCAjwyryUBhBSEiwAGN5OCM9nH7ZUeZla7LKbg4UcJupTg90MlMEil_Cw90Ch8S_KZkvQhaNcwBoC-OwQAvD_BwE (Spanish Airline Iberia). Prior to the COVID-19 pandemic, it flew to 279 destinations and carried approximately 118 million passengers per year. IAG created a new unified loyalty currency called https://www.avios.com/gb/en (Avios), as well as a dedicated loyalty division that has been operating in various forms for over 30 years. In this episode, we are joined by the Chief Product Officer of http://www.iagloyalty.com/ (IAG Loyalty), https://www.linkedin.com/in/stephen-scott-39334b4/#experience (Stephen Scott) as we look at some of the big ideas that are engaging members right now, how they are evolving how they earn and spend their Avios, such as card linking and e-commerce, before moving on to emerging concepts that we're all starting to think about, such as NFTs. Stephen explains how the pandemic impacted customers all over the world and changed their behaviour and use of technology and how IAG Loyalty has focused on achieving a complete digital transformation to support them. There’s much more on the way as IAG Loyalty continues to expand. Listen to this conversation and learn what the future holds for the loyalty division of the International Airlines Group. This episode is sponsored by Collinson. Show Notes: http://www.iagloyalty.com/ (The International Airlines Group (IAG)) https://www.linkedin.com/in/stephen-scott-39334b4/#experience (Stephen Scott) https://www.avios.com/gb/en (Avios) Time Stamps: 02:42 - Stephen Scott’s Favorite Loyalty Program 06:43 - Consumer's Behavior of loyalty currency with e-stores 12:16 - Avios Card Linking Proposition 13: 57 - Brands with card linking 15:39 - Where is the IAG Loyalty at now? 22:41 - Scott’s Experience with Digital Transformation 25:31 - Avios Digital Transformation journey 28:42 - Cultural Challenge 31:30 - Does the pandemic accelerate the digital transformation? 33:08 - IAG: Hangar 51 insight 36:39 - NFTs in the world of Loyalty