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MKT  ‘Independent’ Loyalty Programs: Positioning and Business Models


Peter Krasilovsky, 8/9/2012

EXECUTIVE SUMMARY:

 This report is about the Independent SMB loyalty and rewards marketplace that is "card linked."
  • Card-linked SMB loyalty and rewards players begin where deals players such as Groupon leave off. They add "big data" elements for targeting users and bringing in new and repeat business.

  • Card-linked players can be grouped into three categories: independent "pure plays"; financial institution affiliates; and divisions of vertically integrated technology companies.

  • While this space is still very new, more than 10,000 local merchants are currently enrolled in "independent" card-linked loyalty programs, paying more than $405,000 a month in fees.

  • Independents enjoy first-mover advantages against competitors coming in from other segments.

  • The success of the independent players initially depends as much on successful merchant outreach as on technology.

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Copyright © 2012 BIA/Kelsey. All Rights Reserved.
This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and other civil or criminal penalties under Federal law. BIA/Kelsey disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that may result from the use or interpretation of this information.


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