Air France and KLM are enhancing their joint frequent flyer programme, Flying Blue, with the help of loyalty agency ICLP, with the new enhancements including the launch of a new 'Flying Blue Store' which allows members to redeem Award Miles online with a range of partners. This article is copyright 2012 The Best Customer Guide.

The Flying Blue Store aims to streamline the non-air awards redemption process for members. Whereas previously, members would have to request a paper voucher via fax or post, they can now manage this online at the Flying Blue Store, delivering an enriched member experience. The improved redemption process also offers Air France and KLM a number of commercial efficiencies.

To complement the redemption options available through the Flying Blue Store, ICLP has also worked with Air France and KLM to enable members to earn additional Award Miles through the Flying Blue Earn Online platform. From over 3,000 global partners, 350 online retailers have been selected throughout France, the Netherlands, Spain and UK and offer a tailored and localised service for Flying Blue members in these markets.

Flying Blue Earn Online rewards members for purchasing everyday items within a wide range of categories including food and drink, clothing and fashion, utilities and electrical goods and gadgets. Online stores of retailers, which include well-known brands such as La Redoute, bol.com, Marks & Spencer and fnac.com, have been chosen due to their local relevance and popularity among members.

The new online redemption and earning opportunities are based on the technology platforms of ICLP's sister company, Collinson Latitude, which specialises in products that drive member engagement and customer loyalty. Together these products offer Flying Blue members a more integrated engagement platform, initially available in French, Dutch, Spanish and English. In addition, online customer support is being extended for members to submit and manage any retrospective claims for missing miles with over 350 partners, including their Air France or KLM flights.

Jean Marc Pouchol, Director Flying Blue comments: "ICLP clearly has the airline experience, loyalty specialism and vision to support us in providing an enhanced and smooth online Flying Blue member experience within the Flying Blue programme. The team has delivered an innovative solution uniquely tailored to the needs of our members to increase engagement which also supported us in realising greater business efficiencies."

According to Mignon Buckingham, managing director for ICLP, "The additional earning and redemption opportunities combined with the provision of an integrated, customised online experience will enhance member engagement and positively strengthen their brand loyalty."

Following the initial implementation in the UK, France, Netherlands and Spain, Air France and KLM have also announced plans to roll out the same enhancements in Europe, Asia Pacific, and the Caribbean.