How Lufthansa’s Project Uptrip reinvents loyalty programs

Looks at how Lufthansa Group developed a new type of loyalty program, based around Web3 technology and using a gamification strategy.

On the one hand…and on the other. Loyalty programs mean 84% of people are more willing to buy from you – and to do so more often, according to Philipp Weiling of Polygon, a creative services and software company. But at least 74% of consumers also switch brands once a year – their loyalty, such as it is, has more to do with economic transactions than any true brand affinity. “There’s an irony in calling it a loyalty program,” he told a DMEXCO audience (Cologne, September 2023).

Then there’s the fact that Gen Z, who will soon account for around...

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