FedEx moves local Asian markets to region-wide loyalty plan
International courier company FedEx is rolling out a new regionwide online loyalty programme to encourage closer relationships with its small- and medium-sized customers. The programme will replace local loyalty schemes which currently operate differently in national markets. “With a consolidated programme, there is a common brand identity, which will have a greater impact and awareness among customers,” commented Malcolm Sullivan, VP of marketing and communications for FedEx’s Asia Pacific division. The FedEx Reward Centre Programme is currently being piloted in Singapore, China and Japan prior to rollout over an unspecified period across Asia-Pacific. The scheme’s online platform will also make it cheaper to run than existing programmes, Sullivan said, with savings from bulk purchases and sharing capital equipment and operations.
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