API magazine
October 1, 2020
Airport life

Sheremetyevo Duty Free launches “Heinemann & Me” in Russia

Moscow, 10 March 2020. Passengers at Moscow Sheremetyevo International Airport can now benefit from the advantages of the international "Heinemann & Me" customer loyalty programme. Its members can collect points, redeem coupons and enjoy exclusive benefits at all locations participating in the programme.

An important step to incorporate the Eastern European market

The shops at Russia's largest airport are operated under the name “Sheremetyevo Duty Free”, a joint venture between Gebr. Heinemann, Greenway and the airport operating company. With the launch of the loyalty programme from Gebr. Heinemann, the three companies are again strengthening their customer-focussed partnership: “We are delighted that, with our local partners, we will now be integrating our Russian customers into the 'Heinemann & Me' world of advantages. This allows us to directly address what for us is a very important target group,” says Oleg Zhytomyrsky, Director Sales Eastern Europe & Central Asia at Gebr. Heinemann. More and more travellers at Moscow Sheremetyevo also come from locations in which Gebr. Heinemann operates the programme.
“The introduction of 'Heinemann & Me' strengthens our retail brand and expands the shopping experience of the more than 50 million travellers who currently use Moscow's Sheremetyevo International Airport each year. Our loyalty programme gives us the opportunity to make even better use of this potential,” adds Denis Gusev, Deputy Director General for Commercial Affairs at Sheremetyevo Duty Free.

Première for the roll-out via app

The shopping experience for “Heinemann & Me” customers will be continuously individually adjusted and further developed. It all revolves around an exceptional customer experience – offline as well as online. The roll-out of the programme in Sheremetyevo will initially be exclusively via the “Heinemann & Me” app. “The app ensures that the customers have all the advantages at hand in an instant and are able to manage their membership even more conveniently. Furthermore, we can address them in a more targeted manner and, during their entire customer journey from start to end, provide them with offers tailored to their preferences,” says Anja Zettel, Head of Brand and Customer Communication at Gebr. Heinemann.

Already more than 830,000 “Heinemann & Me” members globally

With its international loyalty programme, Heinemann is a trusted travel companion for
passengers at currently 25 airports in seven countries and on 14 cruise ships*. More
than 830,000 enthusiastic "Heinemann & Me" members from 50 countries are already
loyal to the programme. At Moscow's Sheremetyevo International Airport, the company
estimates a growth of approx. 20.000 new members during the first six months.
All members benefit from attractive advantages through the “Collect Me” and “Surprise
Me” loyalty mechanisms, special offers, discount promotions and many partner
privileges. Loyalty programme members can enjoy the same benefits in Russia as at
other “Heinemann & Me” locations; with some exceptions relating to local regulations in
regard to alcohol and tobacco products. Restrictions also apply to some luxury brands.

* Germany, Austria, Norway, Hungary, Italy, Australia, Russia and Mein Schiff 1 – 6, Mein Herz, MS Europa, MS
Europa 2, Hapag Lloyd Hanseatic inspiration, MS Albatros, MS Amadea, MS Artania, MS Amera.

Further information on "Heinemann & Me":