Earning points, checking balances, tracking promotions, and redeeming products and services. Never has it 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 ease of use of the programs and the exclusivity and personalization of offers and services.
According to Paulo Curro, executive director of the Brazilian Association of Loyalty Market Companies (ABEMF), ‘this type of initiative is one of the reasons that have led more and more consumers to join loyalty programs or engage more frequently if they are already participants.’
The results can be seen in recent numbers released by the association, showing market growth. In 2024, registrations in loyalty programs in Brazil increased by 6.3%, reaching 332.2 million. The accumulation of points/miles also grew by 16.5%, reaching 920 billion, as did redemptions for products and services, which reached 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 guidance to program participants, helping them optimize point accumulation and redemptions and organize all travel details.
The Clube Giro, the loyalty program of the JCA Group in road transportation, launched Giro Account, a digital wallet exclusive to 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 usability.
Simplifying payments is also the strategy of Stix, a loyalty ecosystem created by GPA and RD Saúde. With PagStix, customers can use their Stix points or Livelo points to pay for part of their purchases at major partner brands such as Pão de Açúcar, Extra, Drogasil, Raia, Shell, C&A, and Sodimac. This feature already accounts for almost 80% of Stix point redemptions in physical stores.
In Mastercard Surpreenda, soccer fans enjoy a platform of exclusive benefits called Torcida Surpreenda. With a gamification system, users can complete missions and redeem tickets for tournaments like the CONMEBOL Libertadores.
‘With the advancement of technologies like AI, programs are expected to evolve further and at a fast pace. This process will not only enhance customer experience but also empower loyalty companies with valuable insights to better understand their customers and deliver benefits more effectively,’ says Paulo Curro.
