You should look at what Air Canada did. Sold its loyalty program high (and, when they did it, the loyalty program was worth much more than the airline itself) and then bought it back low (through a threat to cancel the partnership and start their own). It was a brilliant move and allowed the airline to regain the(ir) data without having to build it out from scratch.

Writer. Complainer. I drink bourbon. I have edited media, worked in content and branding and strategy, and chances are I’ll do those things again. @arjunbasu

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