New Zealand Company Expects Oracle Programs To Improve Loyalty Marketing

Oracle New Zealand, Auckland, New Zealand, said last week that Loyalty New Zealand Ltd. chose Oracle9i Database, Oracle9i Application Server and Oracle9i Developer Suite to help create a new database marketing program.

Loyalty New Zealand operates Fly Buys, the country's largest business-to-consumer loyalty program. Loyalty New Zealand consists of 40 independent companies that offer loyalty campaigns to more than 2.2 million Fly Buys cardholders.

Transactions collected from businesses running the loyalty campaigns, which include Air New Zealand, Telecom New Zealand, Bank of New Zealand, Shell New Zealand, New World supermarkets and retailer Noel Leeming, will be stored in an Oracle9i Database.

Campaign and transaction information will be analyzed and presented as status reports to be accessed through a Web-based portal that will be part of a secure extranet. Marketing managers can use the business intelligence data to monitor and refine their loyalty programs.

“Every participating company will be able to access detailed campaign intelligence so they can benchmark campaign results and easily figure out what works and what doesn't,” said Alastair Hutchens, general manager for Loyalty NZ. “Each participating company will get a timely and accurate view of what kind of customers are collecting Fly Buys points, what type of rewards they are collecting and which retail outlet they shopped at.”

Loyalty NZ began implementing the Oracle technology in August 2002 and is migrating the information from its legacy systems to Oracle9i Database. The company plans to introduce the portal to participating businesses early in the new year.

Oracle New Zealand is a wholly owned subsidiary of Oracle Corp.

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