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Points.com rolls out B2B loyalty technology

By Peter Clark, Marketing Factbook

 

Points International, operator of the Points.com loyalty currency portal, has launched new B2B (business to business) features as part of the 'Project ePoch' which was announced earlier in 2009, adding new and updated 'buy and gift' functionality for an initial subset of Points' loyalty programme partners.

Points currently provides loyalty programme services for more than 50 loyalty partners aroudn the world, including American Airlines, JetBlue, US Airways and Lufthansa, and it expects to upgrade all of its partners to the ePoch platform over the coming months.

The new platform enables Points International to deliver new services and to improve operational efficiencies, including reducing the time and effort needed to integrate new partners.

"This update to our technology platform will enhance our ability to scale up to meet new and existing partner needs while providing benefits to both sides," said Rob MacLean, CEO for Points International. "We expect that this will result in more sophisticated marketing activity, higher revenues, and improving margins over time."

Additionally, Points.com has linked up with 'Facebook Connect', which allows users to login to Points.com using their Facebook account. The company also integrated Facebook functionality into its Global Points Exchange (GPX) peer-to-peer trading platform, meaning that consumers can now post GPX trades directly to their Facebook wall to help engage their entire social network in the trading process.

The addition of Facebook Connect (which boasts some 60 million users each month) follows the recent addition of Point.com's 'iGoogle' application which allows users to see their Points.com balance tracker on their personalised Google home page.

"We expect the Facebook Connect integration to make user log-ins easier, and to increase awareness of GPX trades and expand trading volume over time," concluded Christopher Barnard, Points International's president.

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Source: Points International
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