Air Miles Members enjoy money off their shopping at Damas outlets

Published February 4th, 2009 - 06:44 GMT

UAE: Air Miles, the world’s leading multi participant loyalty programme, has successfully launched it’s new instant redemption facility at all 166 Damas jewellery outlets throughout Abu Dhabi, Dubai and Sharjah.

In addition to earning Air Miles at all Damas outlets throughout the UAE, Air Miles cardholders can now instantly trade their Miles in-store to get money off their purchase there and then simply by showing their Air Miles Card.

The initiative was trialled in 12 selected Damas stores last year and throughout the month of Ramadan alone, Air Miles Members instantly redeemed over 3 million Air Miles at Damas for their jewellery purchases, with over 30 per cent of these redemptions being during the Eid holidays. The average redemption was 14,000 Miles per purchase.

“Damas vouchers have always been an extremely popular reward amongst our members so our key objective was to make it as easy as we can for our members to enjoy this reward – and what better way than by simply asking them to show their Card in-store?” said Dave Battiston, Chief Executive Officer, Air Miles Middle East.

“We were delighted with the results from the Damas trial at the end of last year and we are confident this will continue to be a hugely popular reward with our member base.”

Damas is the fourth in the Air Miles participant portfolio to offer the benefit of instant money off shopping following the successful introduction at Pan Emirates Home Furnishings, Lamcy Plaza and Abela stores. It is now easy for a customer who wants to redeem their Air Miles for Damas jewellery, as he no longer needs to convert the Air Miles to gift vouchers through the Air Miles Customer Service Centre or website, like before.

“Damas has a long and successful relationship with the Air Miles programme and our participation illustrates our commitment to our customers,” said Mr. Tawhid Abdullah, Managing Director, Damas.

“We are also pleased with the results from the trial and have high hopes for this facility in the coming months. Air Miles rewards are an extremely effective way of Damas rewarding our loyal customers as our way of saying thanks.”

About Air Miles Middle East
Air Miles Middle East, the leading coalition loyalty programme in the UAE, Qatar and Bahrain, is managed by Rewards Management Middle East FZ-LLC (RMMEL), which is 60% owned by Groupe Aeroplan Inc., a leading international loyalty management corporation.
Since its launch in 2001, more than 1.4 million members have enrolled from over 700,000 households in the UAE, Qatar and Bahrain.  Members can collect Air Miles from over 120 market-leading companies including HSBC, Spinneys, Lamcy Plaza and Damas plus many more!
Air Miles offers a wealth of rewards and experiences to members such as electronics, jewellery, family days out, adventure experiences, hotel and flight bookings.
For more information about Air Miles Middle East, visit:


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