Give customers a winning feeling and they’ll part with their money, says I Fly Flat founder

Beating the system is a key part of the frequent flier point game and offers lessons in how marketers can get reluctant customers to part with their cash, says Steve Hui.

Hui, the founder and chief executive of I Fly Flat, was speaking at the Mumbrella Luxury Marketing Summit, where he described how giving a customer the belief they are ‘winning’ will get them to spend money and try brands and products they wouldn’t ordinarily consider.

I Fly Flat’s Steve Hui: ‘That’s an opportunity to get consumers to try a new brand that they wouldn’t do if they were spending money’

Using his website, Hui turned I Fly Flat into the leader in the points management market. The business provides advice in smart points accumulation strategy and solving the headaches of using points on flight bookings.