The loyalty program market in Brazil is in rapid expansion, according to recent data from the Brazilian Association of Loyalty Market Companies (Abemf). According to the survey, the redemption of points and miles by participants increased by 18.3% in 2023 compared to 2022. In the last quarter of the previous year, the revenue of loyalty companies grew by 13.6%, reaching R$ 4.8 billion.
The number of registrations in loyalty programs also saw a significant increase. At the end of 2023, there were 312.5 million registrations, representing a 5.4% increase compared to 2022. The transactions carried out by program participants increased by 9.7% in the same period. The breakage rate (points/miles expired) reached its lowest level since 2020, standing at 13.1% at the end of 2023. "These data are a clear indication that loyalty initiatives continue to attract the interest of Brazilians," says Martin Holdschmidt, president of Abemf.
The expansion of the loyalty program market is supported by industry players, such as Alloyal, a startup from Minas Gerais. The company, which repositioned itself as a Loyalty Tech, surpassed R$ 100 million in annual sales in 2023, double the amount recorded in 2022.
Previously known as Lecupon, Alloyal adopted its new name in February of this year. The change aims to keep up with market growth and the evolving consumer profile, who now demand more than just discount coupons. "Customers want more personalized and memorable experiences. More than loyal, they become loyal fans of the brand. The era of coupons is behind us, and it is up to us, players in this market, to develop solutions that meet this new consumer desire," emphasizes Aluísio Cirino, CEO of Alloyal.
In 2023, Alloyal is preparing a series of innovations to increase user engagement. Among the planned actions are raffles, telemedicine services, new segmentation options, and customization.
Currently, Alloyal has a user base of 5 million and serves 500 client companies across all regions of Brazil. In total, there are 25,000 registered establishments, including physical and online stores, restaurants, gas stations, and airlines.
