The rise of the on-demand sports fan
A new category of sports enthusiasts is emerging, driven by on-demand access, cultural connectivity, and technology-fueled engagement. Dubbed the “on-demand fan,” research suggests this group now represents over 60% of current sports viewership moments – making them a primary audience for Marketplace owners. While traditional fans remain, new genres of supporters are exploring cultural dimensions […]
Behind the scenes of sports memorabilia authentication
Owning your own Marketplace drives credibility. Official Marketplaces carrying authentic memorabilia enhance a league or team’s reputation. If fans and consumers purchase fake memorabilia ostensibly from a league or team, it erodes trust and diminishes the perceived value of the program. Implementing robust authentication measures for memorabilia is essential to protect the league, team, Marketplace, […]
Experiences Over Points/Miles Earnings: The New Loyalty
A new McKinsey report reveals experiences now account for three of the top five drivers of loyalty for travel brands. Past positive adventures also have the biggest influence on customers’ desire to spend more with a company in the future. This indicates that while points and elite tiers served a transactional purpose, curating incredible memories […]
The open loyalty economy: How Web3 creates value for customers and brands
Loyalty programs have long been a staple of customer retention for major brands. However, many suffer from lack of usage, resulting in billions of dollars in lost value from unused points and frustrated customers. Web3 technologies like NFTs and tokenization are beginning to potentially disrupt traditional loyalty by putting control back in the hands of […]
Loyalty points directed to timely charitable causes- Hawaiian Wildfires
As we’ve already highlighted – and will continue to discuss on our blog – many brands are integrating charitable donations into their customer loyalty programs and Sports Marketplaces. This makes it easy for loyal customers to give back to causes they care about. Hawaiian Wildfire Relief: Southwest Airlines recently ran a campaign encouraging its Rapid […]
The role of Experience-based Marketplaces in Hotel co-branding
Co-branded hotel credit cards offer consumers exclusive benefits and rewards tailored to the brands they love. According to a recent Auriemma Group study, these specialized perks – especially experience-based rewards – inspire hotel card acquisition, usage and loyalty. The study found that 60% of credit cardholders say experience-based benefits make them more interested in applying […]
Embracing personalization in Loyalty Marketplaces to drive customer engagement
“Static offers aren’t working anymore. Personalization is taking over, and brands need to embrace the idea of developing a living loyalty profile to drive positive experiences and emotional connections.” Not our words, but that of Adrian Trzaskus of Deloitte, made during a discussion on current customer loyalty industry trends. One way that brands can deliver […]
Fueling engagement in loyalty programs
Loyalty programs are key to customer satisfaction and retention. Yet despite this, consumers around the world have notched up $48 trillion in unspent loyalty points. So what’s the solution? We think that offering creative new ways to earn and redeem points is key to maintaining an active, engaged membership base. By getting innovative with point […]
Innovative redemption: How auctions and group-buying transform loyalty
Customer loyalty is a coveted but increasingly elusive outcome for brands. Loyalty programs have long been a cornerstone of customer retention, but with over half of all loyalty memberships in the US now inactive, it’s clear that traditional approaches need a shake-up. Brands that want to stay relevant must offer new ways for customers to […]
From frustration to fulfillment: The role of redemption marketplaces in loyalty programs
It’s said that the “only true mistake you can make with your rewards is to let them expire.” But allowing loyalty points to expire is not only bad news for members, but brands too. When loyalty points expire, it can lead to customer dissatisfaction, reduced loyalty, lost revenue for the business, and a negative brand […]