How many points in Multiplus and Smiles can lose by Livelo

São Paulo – the Livelo, loyalty program company of Banco do Brazil and Bradesco, began operating today, but has made it clear that the sector will be another.
The company is born with a hearty structure in numbers of users, how much leaner staff. A team of 70 people will take care of the entire system and service of 10 million customers.
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About 5,000 of 15 partners products and services will be available for exchanges, including 750 tickets airlines in the world and the travel agency online CVC.
A difference is that users will be able to do the bailouts with the use of a credit card points and the search works like a marketplace site, such as the Amazon, purchase history and data.
All done through a fully customized and online platform, created from scratch to put together the best of the two banks had on customer service system and mobile.
"We can adapt pricing strategies, products and approaches for specific audiences and provide better conditions of accumulation for the most loyal customers," said Edward George, President of the Allele and the project leader.
The funny thing is the company''s biggest rivals, Multiplus and Smiles, are some of the main business partners of Livelo.
Each one is worth about 5 billion reais in the stock market, more than their mothers, thanks to promising enterprises business program, whose revenue was 27% greater in 2015 than in 2014.
They win when customers redeem points (with the difference between the selling price and the cost of the rescue), when they accumulate (with financial applications on top of the values) and when the points will expire before they are used (no longer pay the cost of ransom).
Not for nothing, the Livelo intends to have a value as the competitors/partners very soon. But as expects in revenue, nor how much was the contribution in the business.
"We can say that we''ve had the return of the investment and we want to lead the segment," commented Raul Moreira, Vice President of retail business of the Bank of Brazil.
Huge vacancy as well as the other partnerships, Multiplus and Smiles will be in agreement with the access to a large number of people from the most diverse profiles, in addition to a larger structure that aims to encourage the use of programs and bailouts.
For Marcelo Noronha, Director Vice President of Bradesco, the business relationship is advantageous for partners, without exception, because they earn higher traffic.
"The program encourages the client to change the points assertively, causing him to see advantages in amassing more and trade more, like a vicious circle," he said.
The rivals belonging respectively to Latam and Goal, however, may experience greater price pressure, it can become more advantageous the exchange of points and Smiles on the Multiplus Livelo.
Still, the volume of new customers and consequent transactions carried out by them can make up for this possible migration.
"There is a huge vacancy in fidelity, a large space to be conquered by all," says George.
In the country, the industry''s penetration is still low, to 8.6%, while in Australia reaches 92% and in the United States is 44.5%, according to the Brazilian Association of companies in the market of customer loyalty.
This way, even if the amount of points redeemed grew 16.8% in 2015 that a year earlier, the rate of expired, the Breakage points, fell 0.4 percentage points.
"We need to create a culture of rescue and help the market Livelo doing that," says Nanda.