How do you reinvent a long–standing program with deeply passionate fans? When the ambition is to be the best, the process of envisioning change has to be just as grand. “This has never been done before,” says Mark Nasr, Vice–President of Loyalty and eCommerce at Air Canada. The latest Aeroplan transformation, which rolled out November 8, involved a total brand redesign – conceptualized by Air Canada’s in–house creative team that knew the strategy most intimately – as well as consumer research that went “deep and wide.”
Over 20 months, members of the in–house team listened to 36,000 consumers from around the world. They engaged in a type of research called ethnography, sitting down with people in their homes to see how they planned travel and venturing through airports. Nasr recalls an anecdote with one participant that showed how opinionated people are about loyalty programs: “His mother was not part of the research, but when she overheard the conversations the interviewers were having, she decided to join – and proceeded to share a few hours of advice.”