US Airways Readies Online Loyalty Program

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US Airways plans to debut an online loyalty program early next year for its more than 20 million Dividend Miles frequent-flier members.


The initiative will award bonus miles to the airline's registered Dividend Miles members when they shop at participating e-merchants.


The program will be based on Advantex Marketing International's Advantex Online SmartBar, a proprietary Web-browser extension that Dividend members will download from the US Airways Web site. When users surf the Web, the browser extension will automatically provide links to participating merchants.


When the user arrives at a participating merchant's site, the SmartBar will issue real-time information regarding special purchase offers and personalized bonus reward opportunities.


Mike Isom, director of marketing programs at US Airways, said, "The program will provide our Dividend Miles members with expanded opportunities to earn Dividend Miles, while opening new direct communication channels between US Airways and our Dividend Miles customers."


The SmartBar will automatically calculate and award the appropriate number of bonus Dividend Miles based on the merchant offer and the purchase amount. It also will enable real-time delivery of information and services such as updated flight information and weather reports on destination cities.

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