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Heinemann Duty Free “customer motivation” programme attracts 11,000 travellers with
Source: Gebr. Heinemann

Waiting for departure is a pleasure when you can enjoy a coffee on the house, a free massage, meal discounts and top quality brand name products at lower prices from the duty free shop. ‘Heinemann & Me’ is the wide-ranging “customer motivation” programme successfully created by duty free shop operator Heinemann. Thousands of air travellers are already enjoying the advantages: the scheme, which was launched at Hamburg, Frankfurt, Berlin, Düsseldorf and Dortmund airports, had already attracted more than 11,000 members by early February.

Interested customers can register for Heinemann & Me by completing an application form available in-store, via the website or from a special Heinemann & Me smartphone app. Customers then use the app or a traditional loyalty card to identify themselves; either the QR code on the app or the barcode on the card is scanned at the counter. The special app was developed for the iPhone and Android smartphones; a BlackBerry version will be released soon. Travellers can also keep up to speed with the world of Heinemann with a regular Heinemann & Me newsletter, and look forward to some unexpected special offers and services; members take advantage of their price, information and service benefits at airports and via the web shop.

“The customer motivation programme is a multi-faceted initiative that will attract new customers to our shops, and keep them interested in Heinemann for years to come”, explains Markus Ettlin, head of retail marketing at Heinemann Duty Free. “Customers who sign up to the scheme can enjoy special in-store privileges at all airports with a Heinemann Duty Free shop.” Other highlights of the programme include a welcome gift (such as a coupon giving 10% off the first purchase) and a monthly 20% discount on a product chosen by the customer from a specified commodity group. Every participant will even receive a birthday present every year.

Customers can check out the latest special offers at any time by visiting or using the app.

Heinemann & Me members are also invited to ‘Travel global, enjoy local’ with restaurant vouchers and money-off coupons redeemable through a network of partners: in other words, customers can avail themselves of special offers and vouchers for food, drinks and other services with the cooperation of various companies at the airport. Rental car company Avis, for instance, is including a free additional driver on every booking at airports with a Heinemann Duty Free shop. Meanwhile, Marché Bakery is offering Heinemann & Me members a free hot drink at Hamburg Airport and a 10% discount on its entire range at Berlin-Schönefeld. At Frankfurt Airport, free relaxation is available at Be Relax. Over the months ahead, more airports will join the programme with local partners delivering benefits to passengers; by the middle of the year, Heinemann & Me cooperation partners will be offering wide-ranging services at all shops in Germany and Austria.

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