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Good Points Blog

Should your brand join a loyalty coalition?

Just how popular are loyalty programs in the U.S.? Consider this: there are almost 10 times as many loyalty programs in the country than people – a whopping 3.3 billion loyalty programs. The average American household lists 29 loyalty programs, although consumers are actively using only 12, says  the 2015 COLLOQUY Loyalty Census.  If your brand’s loyalty program is one of the 17 just twiddling its thumbs, you might be interested in understanding how the benefits of a program like Plenti might help invigorate your program – loyalty coalitions.

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A closer look at Plenti: the first U.S. loyalty coalition

Earlier this year, the U.S. loyalty landscape expanded into some Plenti-ful territory with the introduction of loyalty coalitions. Familiar to shoppers abroad for some time, loyalty coalitions are alliances between two or more brands, allowing consumers that opt into the program to earn rewards points from one retailer and use them at another.  One of the first domestic coalitions is called Plenti.

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Connexions Partners with Brazilian Loyalty Coalition, Smiles S.A.

Partnership will provide Smiles customers access to expanded redemption options

Connexions Loyalty, a leading global full-service provider of loyalty program management and solutions, rewards fulfillment and card benefits, today announced the launch of a partnership with Smiles S.A., a leading Brazil-based coalition loyalty program.  The partnership will allow Connexions Loyalty to expand its presence in the fast-growing South American market and provide Smiles’ 10 million members with a wider array of travel rewards redemption options.  Originally created as an airline loyalty program, Smiles has grown into one of the largest loyalty coalition companies in Brazil. Representing a coalition of companies, Smiles allows its members to accrue points via a network of merchants.

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