has announced a partnership between Apple's Passbook and the airports WorldPoints passenger rewards programme
The move, a first in a European multi-retailer environment, will soon allow passengers to store their Heathrow loyalty card and access current retail offers and coupons all in one place. Promotions and discounts will appear on the device screen throughout the customers travel through the airport at the relevant stages of their journey.
Following development in partnership with World Duty Free
, Heathrows Passbook content will evolve to include both airport retailers and service providers. Nick Adderley, Heathrow Marketing & Insight Director said:
"We are delighted that Heathrows passengers will be among the first to take advantage of the Passbook within an airport. Our passengers will be able see the latest offers from Heathrows stores promoted within their Passbook at relevant points along their airport journey, ensuring every journey is enhanced in a customised way."
Research shows that a majority of WorldPoints rewards programme members use Apple mobile devices when they are at the airport. Coupled with the Passbooks strong association with travel this latest app development is a natural fit for Heathrow.