An Air New Zealand Plane Flies Over Mount Victoria
IN PHOTO: An Air New Zealand plane flies over houses in Mount Victoria as it approaches Wellington airport, October 7, 2011. Reuters/Marcos Brindicci

The Airpoints frequent flyer dollar programme being promoted by Air New Zealand has come in for criticism by New Zealand-based retailers.

The grouse of kiwi retailers is that when the airline launched the online "Airpoints Mall" featuring 100 online-only partners, importance was given to international brands at the cost of domestic brands, reported Stuff.co.Nz. The programme envisages Airpoints members to earn one Airpoints Dollar for every $100 spent at the stores in the online mall. But New Zealand retailers are angry that the marketing campaign encourages to spend more at foreign online stores such as Apple, eBay and Marks & Spencer. They feel New Zealand retailers are not getting that kind of opportunity or encouragement.

Kiwi Retailers

In the online mall, representation for New Zealand companies is limited to Wild Pair, Hallenstein Brothers, Glassons, The Baby Store, IQ Toys, The Health Store and EverMe. Chris Wilkinson, managing director at First Retail Group, described this attitude as a snub to New Zealanders. The move showed a disconnect between Air New Zealand's marketing team and New Zealand's retailers. Wilkinson said New Zealand brands should have been encouraged more considering the competition they are facing from overseas online retailers. New Zealand retailers are also extending good support to Air New Zealand's business.

Given that the retailers were significant contributors to the profitability of airline, it should have reciprocated that by developing a New Zealand-theme for the online shopping mall. The online mall could have been used a perfect opportunity for the airline to support bigger as well as emerging retailers, the consultant quipped.

Kiwis' Not Happy

David Byrne, a Kiwi retailer dealing with Hurricane Jeans, called it a strange move and advised Air New Zealand to promote New Zealand brands more. An Airpoints elite member also wanted the Kiwi airline to support New Zealand brands more, before turning people's attention to international brands. However, Brigitte Ransom, Air New Zealand's spokeswoman, denied any discrimination and said irrespective of the virtual "mall," the airline has been supporting more than 2000 New Zealand partners in retail and service sectors. All of them are entitled to earn Airpoints Dollars. She pointed out that Air New Zealand has been working with potential partners in New Zealand even before launching the Airpoints Mall.