Loyalty Modernization for a Super-app Impacts 220m+ Customers With Superior Experience

For a multi-brand retail group, running individual loyalty programs for each brand with limited customer engagement and diluted value. Every brand operated its own standalone system, meaning customers couldn’t earn or redeem rewards outside that brand’s ecosystem. The absence of a shared rewards model made it difficult to build holistic customer relationships or drive cross-brand transactions. The client needed a single loyalty framework, built around a “Coins,” model, that could integrate all brand programs into one seamless experience. This required reimagining the entire loyalty operating model, unifying rules, redemption logic, and orchestration across brands. The goal was to create a consistent, engaging, and scalable customer experience that encouraged participation across the portfolio.