Grow registers in loyalty programs

The amount of entries in loyalty programs in five associated companies (Dotz, LTM, Multiplus, Netpoints and Smiles) increased by 17.5% in the last 12 months, reaching 74,600,000 by the end of the second quarter. The data is the ABEMF (Brazilian Association of companies in the market of customer loyalty) and are related to the second quarter of 2016.
According to the survey, the amount of points/miles accumulated was 39.7 billion in 1% less than the registered in the first quarter of 2016. The rescued were 33.1 billion points/miles, falling 4.5% over the same period last year. The volatility of the dollar is the main factor that directly impacts on the accumulation and redemption of points/miles.
"We feel greater consumer engagement in using the loyalty programs. The growth of entries exemplifies that, clearly, and demonstrates more popularity for programmes. The fall of the points issued and exchanged, however, is justified by the high-dollar, since the points considered in this quarter are reflection of what was passed on by the banks with a larger foreign exchange rate, but with the dollar returning stability, the expectation is that these indicators back to increase ", says Roberto Medeiros, President of the Association.
Retail rescue on track to R$ 50, the most wanted item was the gift voucher. Between 50 and 100 R$ R$, came first credit for fuel. In the range above 100 R$, the bill payment service was rescued "This demonstrates that consumers have used the points/miles not only for travel, but to supplement the expenses of everyday life," concluded Roberto Medeiros.
Other data that proves how much the consumer is seeing advantage in points/miles, is the growth of the retail buildup. The members of ABEMF, together, raise that, although most of the ransom being air-driven, only 11.7% of the points/miles are accumulated regarding the issuance of tickets. The 88.3% are made in retail and buildups, primarily through credit card, proving the value that consumers see in accumulate in other fronts to travel more.