Qantas tries to execute a break-out of Air New Zealand's locked-in customers

As I noted in this post last week, customer lock-in occurs when consumers find it difficult (costly) to change once they have started purchasing a particular good or service. Having locked-in consumers is quite profitable for firms. They can raise their prices without fear of losing those consumers, or they can leverage their locked-in status to sell them other things.

Of course, if another firm wants to compete with a firm that has locked in its consumers, the competing firm may need to find some way of breaking those consumers out of being locked in. That usually involves trying to lower the switching costs that are keeping the consumers locked in. We saw an example of this late last year, when Qantas made a bid to lure away Air New Zealand's frequent flyers, as reported in the New Zealand Herald in November:

Qantas is targeting Air New Zealand’s upper-tier Airpoints members as it looks to grow its loyalty programme here beyond one million members.

As part of an aggressive push into New Zealand, Qantas will fast-track Gold members of other airline loyalty programmes into its scheme.

Those who hold Gold or higher equivalent status with other ‘‘select airlines’' can fast-track to Qantas Gold by earning 100 status credits in 90 days on flights with Qantas, Jetstar and partner airlines.

Gold status is usually obtained by earning 700 status credits in a membership year.

In addition, participating members will get access to the airline’s network of Qantas Club lounges and extra checked baggage during the 90-day fast-track offer...

Qantas is also targeting a wider range of New Zealanders to ensure they take advantage of points they already have.

Qantas Frequent Flyer will remove the $60 join fee on its website later this month.

Loyalty schemes, like frequent flyer programmes, lock consumers in because if they switch to a different programme, they lose the benefits that their current programme provides, and their frequent flyer points or airmiles will eventually expire (those are the switching costs). Qantas is trying to reduce those switching costs by fast-tracking Air New Zealand Gold Airpoints members to Qantas Gold, meaning that consumers who switch wouldn't lose their frequent flyer benefits (or wouldn't lose them for long). The switching costs aren't eliminated, because their Air New Zealand frequent flyer points will eventually expire, but they are substantially reduced. The lower cost of switching would probably attract at least some Air New Zealand frequent flyers to make the switch. As the article notes:

Qantas made a similar offer to Air NZ Gold members in 2020 which [Qantas Loyalty chief executive Andrew] Glance said had been successful.

Taking advantage of switching costs and customer lock-in is an important way that firms use to increase their profitability. It isn't surprising that firms have discovered countermeasures to restrict their competitors' ability to lock-in customers. What might be more surprising is that Air New Zealand didn't appear to retaliate by offering a similar deal for Qantas frequent flyers!