US Airways Enters E-tailing With Rewards Program

Share this content:
US Airways took its first step into e-retailing with yesterday's launch of an online shopping rewards program labeled Dividend Miles Online Rewards for its frequent flier customers.

"The online-shopping population has grown considerably in the past few years. US Airways' frequent flier customers, of which a large part are business travelers, are Internet-savvy," said Randal Munger, chairman of Advantex, Toronto, the company managing the rewards program.

US Airways' frequent flier membership base consists of economically higher-end business and leisure travelers primarily in the northeastern United States, Munger said.

"We selected higher-end online merchants that will be of interest to this membership base," he said. US Airways has about 20 million frequent flier members.

"The use of e-commerce is more apparent than ever before, and our members have been asking for additional ways to earn miles," said David Castelveter, spokesman for US Airways, Arlington, VA. "We have found that our travelers use the Internet while they are flying as well as at home." US Airways' frequent flier base includes college students and a range of business travelers from new members of the job market to 40-year veteran employees, he said.

"Twenty million people is a fairly broad-based group," Munger said. "The program features across-the-board upscale merchants that offer products to cover the entire shopping spectrum."

Rewards program members will earn one frequent flier mile for every dollar spent at the roughly 70 participating e-tailers, which include,, The Sharper Image's online store, and The "Dividend Miles Shopping Mall," which provides members with links to e-tailer sites and provides special offers, is divided into 10 categories including apparel and accessories, computers and electronics, department stores and entertainment. Members must make an initial purchase of at least $50 when registering.

The rewards program also offers a "Bonus Bar," a browser-based Microsoft Explorer bar that alerts users when they are on a site that earns miles and serves up links to users to sites that earn miles when they are on a similar e-tail site that does not earn miles. The bar also keeps tabs on how many miles have been accrued, Munger said.

US Airways is marketing the rewards program through monthly account statement e-mails to its 20 million frequent fliers and weekly opt-in fare-saving e-mails sent to roughly 2 million subscribers. The e-mails provide links to, where travelers can register for the program. The program also is being advertised in Attach, US Airways' on-board magazine. "Up to 175,000 people board our planes each day and can read the magazine," Castelveter said.

US Airways previously has provided its frequent fliers with offers from traditional bricks-and-mortar travel-related companies such as other airlines, hotels and car rental agencies.


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above