When you get the rare opportunity to design a loyalty program from the ground up, you want the people who work on it to get excited about the tiniest details, and even nerd out a little. Luckily, Aeroplan has an in–house group of experts keen to take on the task: “We’re a team of loyalty geeks ourselves,” says Scott O’Leary, Air Canada’s Managing Director of Loyalty Planning and Development. “Making it super easy to earn and redeem your points is religion for us.”
The group quickly grasped the need to go back to basics: Remember the original loyalty programs from 30 years ago, when earning and redeeming points involved pretty elementary math? That’s why the transformed Aeroplan offers simple features like predictable pricing, with realistic ranges of points you will likely need for a flight reward, and the ability to book every Air Canada seat, in every cabin class, with points. But beyond the importance of simplicity, one of the ultimate goals was to make the transformed Aeroplan fit people’s lives even when they’re not travelling.