Heinemann Australia says ‘a seamless and more compelling retail experience’ awaits passengers at Sydney Airport (SYD) as the travel retailer relaunches its ‘Heinemann & Me’ loyalty programme.

Available to travellers at the international and forthcoming domestic terminal shops, Heinemann & Me permits travellers access to more than 500 luxury and premium brands.

In relaunching the programme, Heinemann is offering members exclusive promotions and offers with new partners La Prairie Art of Beauty, Sydney Airport Carpark and Plaza Premium Lounge.

More are due to onboard, presenting special prices for members who can enjoy a A$15/$10 birthday shopping voucher each year, a 5% storewide discount for new joiners, and the opportunity to earn points that are redeemable for in-store vouchers.

Heinemann & Me Lounge

“The relaunch of Heinemann & Me is perfectly timed with the upcoming opening of our domestic terminal stores in Sydney Airport,” commented Heinemann Australia Managing Director George Tsoukalas.

“The value proposition is much more compelling for domestic travellers who travel much more frequently.

“This is part of our constant drive to be a valuable travel companion for our customers and rewarding our most loyal customers.”

Meanwhile, a Heinemann & Me lounge at the international terminal acts as an engagement zone to promote the benefits of membership while acting as a base to sign-up new members.

The lounge features a claw machine with product samples and minis for travellers, alongside an area to relax and rest while they await boarding.

The activation zone will be live in SYD’s international terminal until the end of the year and will be recreated in Terminals 2 and 3 once Heinemann’s store operations begin [as reported, Heinemann is priming an ‘Australia first’ department store concept in the domestic terminals T2 & T3 – Ed].

Supporting the relaunch is an in-airport and digital media campaign and dedicated Heinemann & Me ambassadors.

Heinemann & Me members are among the travel retailer’s best customers, it confirms.

In Australia, the average transaction value for members is 83% above that of non-members and basket sizes are 25% larger.

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