BAA loyalty scheme looks to Logic Group

The Logic Group has been selected to take over and drive forward BAA’s WorldPoints loyalty scheme. The relaunched scheme has been enhanced and went live in November.BAA’s loyalty programme operates across 7 UK airports, including London Heathrow, Gatwick, Stansted and Edinburgh and boasts a membership of over 500,000 people, 100,000 of whom are regular airport shoppers.

The Logic Group is providing BAA with a comprehensive Managed Loyalty Service that covers all aspects of the WorldPoints scheme.

Data captured at the Point of Sale, both from well known third-party retailers and BAA’s own World Duty Free stores, will be analysed and then sent to the Logic Group’s central loyalty database, which is run as a managed service. From this database, The Logic Group’s loyalty insight consulting services will provide BAA with critical information and recommendations on customer segmentation and spending patterns, enabling BAA to target customers with the right offers at the right time.Enhancements have been made to provide more sophisticated realtime loyalty transaction processing capabilities.

“We needed a supplier that could bring a fresh perspective and improved levels of service to the WorldPoints programme. The Logic Group has a wealth of expertise in running loyalty schemes and were the obvious candidate to turn to. Their service has been highly flexible and has allowed us to offer much more with WorldPoints,” comments Stephen Ross, BAA Head of Customer Development. “Using The Logic Group’s Managed Loyalty Services meant that we could take WorldPoints forward in a marketplace that is ever more competitive.”

The scheme encompasses over 150 participating brands and over 600 outlets for a range of retail activity from shops, bars, restaurants to car rental and parking. Members collect points on their purchases at the airport and exchange them for a range of shopping and travel rewards, including AirMiles and GBP5 airport shopping vouchers. The programme’s objectives are to provide a high quality customer experience for BAA’s best customers and generate incremental sales by providing motivating rewards and tailored communications, both on and off line.


WorldPoints members also receive assistance from a customer contact centre run by The Logic Group, which provides support, either by mail, email or by phone. A realtime transactional website designed and managed by the group, offers BAA customers an enhanced service for ordering rewards, viewing statements, accessing their account balances and updating their details, all online.

“BAA has had tremendous success in developing a strong revenue stream from its retailing activities. In order to continue this growth, a loyalty scheme for frequent travellers is seen as especially critical. Recognising this, BAA took the decision to relaunch and expand the role of its scheme,” comments Nick Rudd, Logic Group Loyalty Sales Manager. “Together we have assessed the needs of WorldPoint members and delivered a reinvigorated programme with new capabilities and services that matched their expectations.”