Flying Blue, the loyalty program of the Air France-KLM Group, has expanded its partnership with Valuedynamx, introducing a new card-linked offer ecosystem. This initiative allows members to earn miles on everyday shopping, integrating routine purchases into their loyalty rewards.
The new card-linked offer ecosystem is powered by Valuedynamx’s technology and extensive merchant network, enabling a seamless shopping experience within the new Flying Blue+ app. Through this collaboration, the app delivers personalized, market-specific, and merchant-funded rewards directly tied to members’ shopping behaviors. Members can link any payment card to the app to earn miles on qualifying purchases, while still receiving their card’s existing rewards. Earning opportunities are available for both in-store and online purchases where supported by the merchant.
Ben Lipsey, SVP & President of Flying Blue, stated, “This partnership perfectly aligns with our commitment to delivering exceptional value to our members.” He added, “With card-linked offers in our new app, we’re able to close the loop – our members can now earn and redeem miles seamlessly, which is what today’s travelers really want. Partnering with Valuedynamx means we can tap into their established merchant relationships across all the brands our members shop regularly, without having to build these partnerships from scratch. It lets us quickly expand into lifestyle, retail, and dining – the places where our members are already spending their money every day.”
This earning experience is set to reach approximately 3.5 million Flying Blue members in the United States and 1.8 million in the United Kingdom, aiming to establish a comprehensive card-linked earning ecosystem within the loyalty sector. This strategic move supports Flying Blue’s objectives for member acquisition, retention, increased spend, enhanced usage, and revenue growth through sustained program engagement.
Valuedynamx, specializing in data-driven purchase rewards, has collaborated with Flying Blue to facilitate effortless mile earning on purchases made in-store or via the app. The partnership includes retailers across categories such as electronics, food and drink, beauty and health, and select fashion. The integrated app experience removes the need for separate shopping portals, creating a digital ecosystem where members can find local and personalized offers, make purchases, and automatically earn miles. This addresses a growing consumer preference for mobile-first loyalty experiences, with 60% of loyalty program members preferring mobile app access.
James Berry, Managing Director at Valuedynamx, commented, “This partnership represents the future of loyalty programs – where earning rewards occurs naturally with each purchase.” He emphasized, “Today’s consumers expect truly robust loyalty experiences that go beyond one-dimensional earning. They want a wide selection of opportunities to both earn and redeem rewards, and this partnership delivers exactly that. We’re thrilled to power Flying Blue’s expansion into card-linked offers, delivering merchant-funded rewards that create genuine value for members while driving engagement through their new app, capturing spend and engagement at every turn.”
This collaboration builds upon an existing partnership between Valuedynamx and Flying Blue, which includes the Shop for Miles e-commerce program and the Flying Blue store. The integration of card-linked offers via the Flying Blue+ app creates a comprehensive ecosystem for earning and spending miles, positioning Flying Blue within loyalty innovation.
Valuedynamx, a global provider of curated, data-driven omnichannel purchase rewards, is part of Collinson. The company combines expertise in payments, card-linking, affiliate marketing, earning, and redemption to deliver solutions for clients. Valuedynamx supports over 400 million consumers, maintains partnerships with 50,000 retail and travel entities, and provides more than 400,000 rewards in over 180 countries. Collinson has over 30 years of experience in loyalty and customer engagement.
Flying Blue, established in 2005, is the loyalty program of the Air France-KLM Group. It serves more than 30 million members globally, offering benefits and rewards through earning and spending Miles with various airline, commercial, and financial partners. The program supports members in their travel and daily activities.
