The loyalty program market in Brazil is in full expansion, as revealed by recent data from the Brazilian Association of Loyalty Market Companies (Abemf). According to the survey, the redemption of points and miles by participants increased 18,3% in 2023 compared to 2022. In the last quarter of last year, the revenue of loyalty companies grew 13,6%, reaching R$ 4,8 billion
The number of registrations in loyalty programs also recorded a significant increase. At the end of 2023, there were 312,5 million registrations, representing a growth of 5,4% compared to 2022. The transactions made by program participants increased by 9,7% in the same period. A taxa de breakage (pontos/milhas expirados) atingiu seu menor nível desde 2020, staying 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, like Alloyal, a startup from Minas Gerais. The company, that repositioned itself as a Loyalty Tech, surpassed the mark of R$ 100 million in annual sales in 2023, the double of what was registered 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 evolution of consumer profiles, that now demand more than discount coupons. Customers want more personalized and memorable experiences. More than faithful, they become loyal fans of the brand. The era of the coupon is behind us, and it is up to us, players of this market, develop solutions that meet this new consumer desire, highlights 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 and customization options
Currently, Alloyal has a base of 5 million users and serves 500 client companies across all regions of Brazil. In total, there are 25 thousand registered establishments, including physical and online stores, restaurants, fuel stations and airlines
