Mobile Loyalty

Gebr. Heinemann is one of the top players on the international travel retail market and the leader on the European market. It is the only family-run business among the global players of the travel retail industry. As a distributor, Gebr. Heinemann supplies more than 1,000 customers in over 100 countries. In the retail sector, the company operates more than 340 Heinemann Duty Free & Travel Value shops, fashion label boutiques under license and concept shops at 74 airports in 28 countries, along with shops at border crossings and aboard cruise liners. Open Reply supported Gebr. Heinemann by developing a mobile app that serves as a digital companion for consumers to help them benefit from the loyalty programme Heinemann & Me: via the app, consumers receive exclusive offers, redeem vouchers and use their digital membership card at Heinemann stores worldwide to collect loyalty points.

Reinventing Retail

Looking back on 140 years of history in retail, Gebr. Heinemann has always been reinventing themselves and pursues the goal to remain an innovation engine on the travel retail market in the future and to surprise travellers again and again with extraordinary offers and ideas. This impetus was also at the heart of the forward looking Connected Travel Retail strategy: being there to inspire customers along the entire journey, irrespective of individual touch points and creating a seamless customer journey using state of the art mobile technology. Gebr. Heinemann decided to embark on a mission of redesigning their app towards a more personalized and benefit-driven experience which generates value beyond pure consumption of the products and enhances the loyalty programme and therefore brand perception.


Supporting the emotional perception of a company and triggering psychological needs develop their full potential within the mobile usage scenario where highly personalized and emotionalized devices stand in an omnipresent communication between customer and company. Building on their experience with the successful creation of strong loyalty apps, Open Reply uses patterns of user experience design to address basic psychological needs like security, autonomy, relatedness and self-competence.


In order to create a valuable, relevant and engaging loyalty programme, Open Reply rearranged information architectures, elevating core values & benefits of the program to top level. Creating relevance by providing information just in the right time and in the right place via push notifications and adaptive app behaviour, dynamic interfaces that learn and evolve with the individual user, results in an intimate and emotional connection with the app. This in turn fuels the strong brand connection a user develops with the programme and eventually pushes engagement.

Brand Experience

The implementation of gamification elements and a motivating rewards system increases retention and encourages reoccurring usage scenarios. With this direction Heinemann progresses towards a more prominent brand, an effective communication that creates successful and innovative brand experiences through an intelligent and useful mobile loyalty programme.

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    Open Reply

    Open Reply is a Reply Group company specialised in digital transformation, mobile solutions and networked platforms. The company offers cross-industry consulting services and conceptual design, creation, development of solutions based on mobile technology with the aim of strengthening the customer’s market position in the long term through a state-of-the-art digital experience.

  • Gebr. Heinemann

    Gebr. Heinemann is one of the world's leading players in the international travel retail market. The company is the market leader in Europe and the only family-owned company among the global players in the industry. As a distributor, the company supplies more than 1,000 customers in over 100 countries. Heinemann operates more than 340 Heinemann Duty Free & Travel Value shops, licensed brand boutiques and concept stores at 74 airports in 28 countries as well as shops at border crossings and on board cruise ships. The family-run company has developed a brand concept to make its Duty Free & Travel Value shops unmistakable. The Heinemann Duty Free brand is now present at numerous airports worldwide and operates its largest duty free shop at an airport at Sydney Airport. Gebr. Heinemann serves more than 40 million retail customers annually on an area of around 160,000 square metres. The family-owned company has been based in Hamburg's HafenCity since 1879. It is managed by cousins Claus and Gunnar Heinemann and Gunnar’s son and CEO Max Heinemann, the fourth and fifth generation of the family to run the business hand in hand. More than 8,000 people work for Gebr. Heinemann worldwide.