Delta Air Lines

Delta’s SkyMiles program, in partnership with American Express, has made the company significant profits over the years. More recently, employee promotion of the program was plummeting as the program matured and some employees felt it was too hard to promote the co-brand card and do their core jobs concurrently. As new card sign-ups fell off and the program numbers dipped for the first time, Delta sought out Epsilon to rebuild the program from the ground up.

Our team spent time strategically thinking through how we might re-engage both the customer and employee target audiences with a compelling new set of rewards, a way more intuitive program design and program engagement tools that built confidence and drove results.

The key hub of the entire program was the creation of a new web-based app that blended adaptive and responsive design attributes to fully optimize for device-specific experiences. Delta front-line employees don’t work in traditional offices and are always on the go so this was critical. Joining together a collective of experts across our agency org, we executed on a full suite of end-to-end marketing and technology solutions—from loyalty program design, campaign management, and digital strategy — to UX, creative, and platform solutions.

The result was a hugely successful program re-launch which drove significant increases in revenue and engagement metrics. The rebranded Uplift program quickly became socialized by Delta employees and well-known for its stunning responsive website, which featured a highly engaging eCommerce experience. And we continued qualitative and quantitative strategy engagements to continually drive program improvement initiatives throughout the life of the program to date (2015 to present).