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The Dutch still have millions of dollars of Air Miles that will soon be worth nothing. Savers have until November 1 to redeem points, for example for discounts, gifts or outings.
Last week, there were 1.8 billion non-traded points worth between a half to a cent. According to Loyalty Management Nederland, the company behind Air Miles, this represents a total value of 9 to 18 million euros.
The UK savings program was launched in the Netherlands in the early 1990s. Participating chains, such as Albert Heijn and Shell, found in Air Miles a useful way of connecting customers. There was, however, a problem. Because the points were valid indefinitely, many Dutch never traded the Air Miles. In 2013, a maximum validity period of three years was therefore set. The old points had to be exchanged within five years.
Since this summer, when more than 5 billion Air Miles were on the shelf, many savers had already exchanged their points. According to Loyalty Management Nederland, these are around 500 million points per week. It is not yet possible to say if all the old Air Miles will be delivered on time.
The most popular destination is Albert Heijn, where customers can receive a discount on the exchange of their Air Miles. Charities also benefit from the impending delay. Over the last few months, the Dutch have given 25 times more Air Miles than a charity
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