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News in-depth: Heinemann & Me launches new loyalty scheme
16 Feb 2012

A new loyalty scheme has been launched by Heinemann & Me - a duty free travel retailer.

The initiative is being introduced at Hamburg, Frankfurt, Berlin, Dusseldorf and Dortmund airports, which could mean those who frequently fly to Germany for work may be able to take advantage of the deal.

It will offer consumers doing some duty free shopping at the transport hubs discounts and free incentives, DFNI Online reports.

People can register using a Heinemann & Me smartphone app, in one of the brand's shops or online. They will be provided with a loyalty card to use when they make purchases, or can identify themselves using the app which is available on both Android and Apple handsets.

Head of retail marketing at Heinemann Duty Free Markus Ettlin said: "The customer motivation programme is a multi-faceted initiative that will attract new customers to our shops and keep them interested in Heinemann for years to come."

There is a regular newsletter individuals can check to discover all the latest deals, while there will also be special offers available on food, drink and other services at the airports in cooperation with other companies.

When they sign up, people will receive a welcome gift such as a coupon giving them ten per cent off their first purchase. They will also receive a birthday present each year and a 20 per cent discount on a certain product that can be used once a month.

"Customers who sign up to the scheme can enjoy special in-store privileges at all airports with a Heinemann Duty Free shop," Mr Ettlin added.

The retailer hopes more airports will sign up to the scheme in the future and could extend the idea to Austria.

Marketing Week recently reported that high street baker Greggs is considering the introduction of a loyalty scheme where consumers will receive a stamp every time they make a purchase.

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