Consumers are awash in points. Starbucks gives them Stars, airlines give them frequent flier miles, Bee Built has Swarm Swag and Pixi Beauty hands out Pixi dust. Whatever they are called, they all more or less work the same way — the customer builds them up through brand interactions and gets to spend them on rewards.
The appeal of loyalty programs built on and around points, Francis Hondal, president of loyalty services, managed services and labs as a service at Mastercard, told Karen Webster is simple. Points-based loyalty programs are relatively easy to set up and many brands have leveraged them to great effect. Customers are drawn to the gamification of racking up points to get things for free — and as long as consumers keep doing that, brands will continue having that as part of their loyalty mix.
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