RUSSIA. Sheremetyevo Duty Free has launched the Heinemann & Me customer loyalty programme at Moscow Sheremetyevo Airport, introducing it to Russia for the first time.
The joint venture between Heinemann, local partner Greenway and the airport company is offering travellers the opportunity to collect points, redeem coupons and enjoy other benefits at Moscow Sheremetyevo and other locations that take part in the programme.
“We are delighted that, with our local partners, we will now be integrating our Russian customers into the Heinemann & Me world of advantages. This allows us to directly address what for us is a very important target group,” said Gebr Heinemann Director Sales Eastern Europe & Central Asia Oleg Zhytomyrsky.
“The introduction of Heinemann & Me strengthens our retail brand and expands the shopping experience of the more than 50 million travellers who currently use Moscow Sheremetyevo International Airport each year. Our loyalty programme gives us the opportunity to make even better use of this potential,” added Sheremetyevo Duty Free Deputy Director General for Commercial Affairs Denis Gusev.
The roll-out of the programme at Sheremetyevo will initially be through the Heinemann & Me app.
“The app ensures that the customers have all the advantages at hand in an instant and are able to manage their membership even more conveniently. Furthermore, we can address them in a more targeted manner and, during their entire customer journey from start to end, provide them with offers tailored to their preferences,” said Gebr Heinemann Head of Brand and Customer Communication Anja Zettel.
Heinemann & Me has more than 830,000 members from 50 countries. The programme is available to shoppers at 25 airports in seven countries (Germany, Austria, Norway, Hungary, Italy, Australia, Russia) and on 14 cruise ships (Mein Schiff 1 – 6, Mein Herz, MS Europa, MS Europa 2, Hapag Lloyd Hanseatic inspiration, MS Albatros, MS Amadea, MS Artania and MS Amera).
The company estimates that it will recruit around 20,000 new members at Moscow Sheremetyevo during the first six months.
All members can benefit from the ‘Collect Me’ and ‘Surprise Me’ loyalty mechanisms, special offers, discount promotions and partner privileges. Loyalty programme members can enjoy the same benefits in Russia as at other Heinemann & Me locations; with some exceptions relating to local regulations on alcohol and tobacco products. Restrictions also apply to some luxury brands.
