Beyond air miles: Emirates Airlines rewards customers for engagement

Emirates Airlines believes it can do loyalty better and is evolving its offering to get more people on board.
Most recently, this has involved a shift towards using the lifecycle of the customer to do more targeted messaging. Whereas much of the messaging in the app has been operation-focused in the past, such as around flight information, Emirates is now looking to engage customers at the moments where there is a “bigger chance for that instantaneous impulse purchase”.
For example,