AIR MILES® Success Story

The AIR MILES® Reward Program is a loyalty program that services 11 million customers across Canada. AIR MILES Collectors can redeem the AIR MILES Reward Miles they collect for merchandise, travel tickets, stage and attraction passes and more. For this particular project, we were tasked with building the new Merchandise web portal for processing all physical redemptions site-wide.

Enabled Canada’s most recognized loyalty program to launch a modernized website and increase reward redemptions by 30%.

A MacBook showing a picture of the AirMiles Merchandise Site


visitors to the portal


improved redemption rate


month timeline

What we worked on:
Fullstack DevelopmentResponsive Web ApplicationSSO SecurityComponent LibraryQA AutomationAPI IntegrationsCMS Localization
The Challenge

LoyaltyOne reached out to us because of our successful past experiences in reward-focused products. They needed assistance to launch Air Miles Merchandise ahead of the busy Black Friday and Christmas seasons. They required a development partner that could not just be experts in React but also meet their tight 3-months deadline, so the project could turn from vision into reality.

Given the limited time, communicating and planning strategically were vital to bridge the gap between the Content, UX, and Development teams.

Our Approach

LoyaltyOne wanted to update to a modern framework and optimize for mobile. The end result was a responsive and server-rendered web application integrated with Contentful CMS and handling high volume traffic. For work across various streams and digital properties, we helped create a reusable component library to accelerate future projects. 

Our team deployed unit testing and E2E testing with Jest and Nightwatch integrated into a Jenkins pipeline to ensure that future releases would launch with minimal issues. Docker containers and horizontally scaling architecture were able to meet the demands of holiday surges.

As a staple across Canada, this website needed flawless bilingual support. We leveraged our partner relationships to ensure we had sufficient support to consistently test both versions in tandem before any code was deployed.

We always strive for open communication. This included daily scrum meetings, scheduled onsite days, an open Slack channel, a shared issue tracking board, and two-week demos with all stakeholders.

The Outcome

The launch of Air Miles Merchandise was a great success, launching to a 30% increase in redemptions and overall improvement with user experience. The reception was astounding and we continued working across teams to modernize the remaining digital properties.