The theory behind WebMiles.com seemed like a basic one to Jeff D. Crapo and Timothy R. Olson. People have to shop. And they love to travel. So why not pair the two into something special?
The two cofounded WebMiles.com, a program that takes a company's "frequent shopper" programs and turns them into a way for loyal customers to earn air travel — unrestricted and on any airline, since WebMiles.com buys the ticket.
In the early 1990s, Olson had pioneered the idea of using unrestricted airline miles to increase loyalty in the bank card industry. Today, at least 100 banks offer such a credit card.
Crapo was an expert in e-commerce strategy and technology. They teamed up to create a similar program in the retail industry. Crapo created the patent-pending technology that helps businesses understand the demographics and preferences of their customers, as well as analyze buying patterns and identify trends. The technology, the company said, makes it possible for businesses to improve customer service, increase business and maintain a loyal customer base.
Crapo serves as vice president and general manager of the international division; Olson is chairman of the company.
The company, based in Sandy, sells sky miles to businesses that can then decide how they want to award them as part of their existing customer loyalty programs. Members can use the miles they are awarded to get anything from $100 off the price of a plane ticket, $200 off or even a free ticket with enough miles.
Soon the company plans to offer a co-branded credit card.
The company is growing fast, according to its president and chief executive officer, Bill Meade. It had 12 employees in September, but now more than 50 are employed at WebMiles.com, and the number is expected to double by the end of the year.