Building a Loyalty Scheme for the Digital Age: The Strategy of Mileage Plus

Tom O'Toole, SVP/COO of Mileage Plus Holdings at United Continental Holdings, discussed loyalty programs at the New York CMO Conference in 2011.

Building a loyalty scheme for the digital age: The strategy of Mileage Plus

Geoffrey PrecourtWarc

Loyalty programs, according to the man in charge of one of the world's largest, have arrived "at the interaction of marketing and technology; everything we do is at the leading edge of technology."

Tom O'Toole, SVP/COO, Mileage Plus Holdings at United Continental Holdings, emphasizes that, despite the IT focus, loyalty ultimately is a personal business. "Our transactions are relatively complicated," he told the 2011 CMO Conference at New York's Museum of Modern Art. "But it's not an academic subject; it's easier to talk about...

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