ANA Group turns to Stripe to build a next-generation mileage programme

All Nippon Airways (ANA) is one of Japan’s pre-eminent airlines. Heavily affected by the pandemic, ANA wanted to enrich their customers’ daily lives and engage with them beyond the activities of flying and travelling. To do that, they created a powerful platform that connects partner businesses with ANA Group customers through digital touchpoints. ANA Group turned to Stripe to build ANA Pocket, a mobile-based membership experience that allows users to earn points and miles based on the distance of their daily movement, which they can redeem for ANA flights and travel products.

Products used

    Payments
    Billing
    Connect

Challenge

Mileage programs are an important financial hedge for airlines. They help offset the cyclicity of business travel by subsidising leisure travel, which is generally more consistent. Mileage programs also help enhance the loyalty of an airline’s best customers. The pandemic made the need for this type of stability even more acute by greatly depressing demand for air travel within Japan and globally.

ANA was heavily affected by the pandemic and quickly made changes to their loyalty offerings in response. In particular, they wanted to enrich their customers’ daily lives and engage with them beyond the activities of flying and travelling. To do that, they created a powerful platform that connects partner businesses with ANA Group customers through digital touchpoints. Thus, ANA Pocket was born: a mobile-based membership experience that allows users to earn points and miles based on the distance of their daily movement through activities like walking, cycling, as well as taking cabs or trains, which they can redeem for ANA flights and travel products.

Solution

Having previously trusted Stripe Connect to power payments on their advanced crowdfunding platform, WonderFLY, ANA Group turned again to Stripe to build ANA Pocket, a loyalty and mileage app it says will create “a world where people can live off their miles.”

As they planned ANA Pocket, ANA Group knew that they wanted to create a premium offering for members, and needed a payments platform that could support it. With that in mind, they chose Stripe Billing, which makes it easy to implement and manage subscription payments.

“Small details matter when it comes to making ANA Pocket a premier experience for our most valuable and loyal customers,” said Rina Hirooka of the business development department at ANA X Corporation. “Simple things like ensuring that monthly subscription payments are stress-free, secure, and reliable go a long way in letting our customers know how much we value them. We look forward to working together with Stripe to continually improve our service in the best possible way for our customers.”

Results

ANA Group built momentum for the subscription service through first-month-free promotions as well as outreach across a variety of marketing channels. Using Stripe’s dashboard, ANA Group was able to quickly build an operational flow that could respond to billing errors and enhance fraud prevention. This, in turn, allowed them to provide loyal customers with the seamless experience those customers expected.

Simple things like ensuring that monthly subscription payments are stress-free, secure, and reliable go a long way in letting our customers know how much we value them. We look forward to working together with Stripe to continually improve our service in the best possible way for our customers.

Rina Hirooka, business development

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