Earn points, check balance, track promotions and redeem products and services. It has never been easier to perform each of these actions in a loyalty program. Investing in technology has been the bet of customer loyalty companies to deliver better experiences, focused on the ease of use of programs and the exclusivity and customization of offers and services.
For Paulo Curro, executive director of the Brazilian Association of Loyalty Market Companies, ABEMF, “esse type of initiative is one of the reasons that have led more and more consumers to join the programs or to use more and more, in the case of those who already participate”.
The result can be seen in recent figures released by the entity and showing the development of the market. In 2024, the number of registrations in loyalty programs in Brazil grew 6.3%, reaching 332.2 million. Also increased the accumulation of points/miles, in 16.5%, reaching 920 billion, and the exchange for products and services, which was 803.5 billion points/miles redeemed 18.3% increase.
In the rewards company Livellum, Generative artificial intelligence (AI) is the basis of a new service delivered to customers. Expert Livelo is a digital assistant that offers personalized and educational advice to program participants, assisting in optimizing the accumulation and exchange of points and in organizing all travel details.
The giro club, loyalty program of the JCA Group, road transport, launched the Giro Account, a digital wallet exclusive to loyal customers. With it, participants have an easier time to make ticket purchases and receive refunds automatically. It will still be possible to add balance to the digital wallet via PIX, expanding its possibilities of use.
Facilitating payments is also the bet of Stix, loyalty ecosystem created by GPA and RD Health. With PagStix, customers can use both their stix points and Livelo points to pay part of the value of purchases in major partner brands: Sugarloaf, Extra, Drogasil, Raia, Shell, C&A and Sodimac. A feature that is already responsible for almost 80% of the exchanges of stix points in physical stores.
In Mastercard Surprise, football fans have a platform of exclusive benefits, Torcida Surpreenda. With a gamification system, it is possible to complete missions and redeem tickets for tournament games such as CONMEBOL Libertadores.
“With the advancement of technologies such as AI, the expectation is that programs evolve even more and very quickly. A process that will enable not only a better consumer experience. Loyalty companies will also gain important allies in the mission to know more and better their customers and make deliveries of benefits and advantages with more assertiveness”, says Paulo Curro.
