Now this might look like I’m plugging Emirates and Lego…

Emirates has its award winning Skywards loyalty program, which I would say has now ehsbloomed and blossomed into what every loyalty program should be. Until recently, loyalty programs were all about gathering points and hoping to find an upgrade or seat which required only the paltry points in your account, handed out by airlines and hotels. The other option would be to watch them expire.

With Highstreet, Emirates is now offering a whole range of products ranging from toys, lifestyle products, holidays. You can use your points, or pay using credit cards, or a combination of both to order a whole range of products which can be delivered to your door step for a small price.

I ordered the Lego F1 model using my points which were about to expire soon and paid a little less than 10 US$ to have it delivered to my doorstep. It arrived in 3 days and good shape too. The site is totally transparent, with weights and freight rates and no surprises. Whoever thought this one up has definitely shopped online.

A lot of companies need to look at this paradigm if they are actually planning to inspire loyalty to their brand. Customers not only need to earn points, but need to find a way to use those points too. If the points are not usable on something which is perceived as useful the idea behind actually gathering those points will be lost. Loyalty needs to be rewarded, same as your puppy.

So get shopping here.