Earning points, checking balances, tracking promotions, and redeeming products and services. It has never been so easy to perform each of these actions in a loyalty program. Investing in technology has been the focus of customer loyalty companies to deliver better experiences, centered on the ease of use of the programs and the exclusivity and personalization of offers and services.
For Paulo Curro, executive director of the Brazilian Association of Loyalty Market Companies (ABEMF), ‘this type of initiative is one of the reasons that has led more and more consumers to join the programs or use them more frequently, in the case of those who already participate.’
The results can be seen in the recent numbers released by the organization, which show the market’s growth. In 2024, the number of registrations in loyalty programs in Brazil grew by 6.3%, reaching 332.2 million. The accumulation of points/miles also increased by 16.5%, reaching 920 billion, as did the exchange for products and services, which saw 803.5 billion points/miles redeemed—an 18.3% increase.
At the rewards company Livelo, generative artificial intelligence (AI) is the foundation of a new service offered to customers. Livelo Expert is a digital assistant that provides personalized and educational consulting to program participants, helping optimize point accumulation and redemption, as well as organizing all travel details.
The Clube Giro, the loyalty program of the JCA Group, a road transportation company, launched Conta Giro, an exclusive digital wallet for loyal customers. With it, participants can more easily purchase tickets and receive refunds automatically. It will also be possible to add balance to the digital wallet via PIX, expanding its usage possibilities.
Facilitating payments is also the strategy of Stix, a loyalty ecosystem created by GPA and RD Saúde. With PagStix, customers can use both their stix points and Livelo points to pay for part of their purchases at major partner brands: Pão de Açúcar, Extra, Drogasil, Raia, Shell, C&A, and Sodimac. A feature that already accounts for almost 80% of stix point redemptions in physical stores.
At Mastercard Surpreenda, soccer fans have access to an exclusive benefits platform, Torcida Surpreenda. With a gamification system, it’s possible to complete missions and redeem tickets for tournaments like the CONMEBOL Libertadores.
‘With the advancement of technologies like AI, the expectation is that programs will evolve even further and at a much faster pace. A process that will not only enable a better consumer experience but also give loyalty companies important allies in their mission to know their customers better and deliver benefits and advantages with greater precision,’ says Paulo Curro.
