Case Study: Heathrow Airport achieves increased retail participation and revenue with Loyalty360

Heathrow Airport - Customer Case Study

Heathrow Airport, operator of London Heathrow’s vast retail ecosystem, faced the challenge of driving retail participation and increasing basket size across a multi‑vendor environment of 400+ outlets and 150 brands. Loyalty360’s case study reports that Heathrow launched the Heathrow Rewards loyalty program to address four core problems—integration across disparate retailers, member acquisition, engagement/activation of transient travelers, and low‑frequency redemptions—while also building a richer customer insights database.

Loyalty360 describes Heathrow’s solution as a simple, multi‑vendor program built with Comarch support: mandatory merchant participation, free Wi‑Fi sign‑up hooks, Personal Shopping Ambassadors, geo‑fenced digital passbooks and other digital triggers, plus handheld instant‑redemption devices that work outside individual POS systems. The results were measurable and rapid: in under two years Heathrow Rewards gained 1.3 million members (the largest airport program), members spend ~£100 per visit versus £38 for non‑members, members average five visits per year (vs. 2–3), World Duty Free spend rises up to 18% with Instant Rewards, and the program opened new revenue streams and partnerships such as an Emirates miles exchange.

Heathrow Airport