Valor Economico 01/06/2011 - Beth Koike
After the success of Multiplus, loyalty programs now landed hard on the working class. Cia Bozano, shareholder of Embraer and Blue, and a group of seven marketing executives this month launched a loyalty program that focuses public.
The differential of this program - dubbed NETPoints - is that the customer base will be formed from a social network where friends benefit from purchases made between them. In short: when the referred friend makes a buy the person who referred you also earn points in the program. For example, a person who spends on average $ 300 per month and has five other friends who shop at this same value for six months, can redeem points for a domestic airline ticket. 
"The score does not expire NETPoints. The difficulty of the working class, which does high-value purchases, you redeem your points credit card before the time limit expires. At the same time the working class is increasingly traveling aircraft and aims to achieve passage through loyalty programs, "said Carlos Formigari, president and partner of NETPoints. Until January, was chief executive Formigari Assist the time and previously worked in the credit cards of Unibanco. The NETPoints is receiving an investment of approximately $ 10 million for development of the platform and social networking, and marketing - considered essential tool in this segment. Cia Bozano, which holds 30% stake in the company, made the main contribution of the technology investment NETPoints.
Other differentials to attract NETPoints adopted by the working class is able to transfer points to friends, accumulating points in physical facilities and offer services such as towing and locksmith, for example, to its users. The executive believes
that the greatest interest will be for airline tickets and travel packages, but also NETPoints points can be redeemed for products such as electronics, home appliances, mobile credit, books, and other items that tend to attract Internet buyers.
Even with Cia Bozano being a shareholder of Blue and NETPoints, Formigari ensures that users of the program can redeem tickets from other airlines. A travel agency, whose name was not disclosed, will be responsible for negotiating. In Multiplus, whose main shareholder is the holding company TAM SA, the tickets are always TAM or international partner companies.
One challenge will be conquering the NETPoints partner since Multiplus already have exclusive contracts with several companies. Another competitor in
NETPoints is Dotz loyalty program, created 11 years ago for the public and that premium is now turning their attention to the new middle class. "In 2000, only high-income people have computers and our performance was just the internet. Now, many people have web access and we also have partnerships with physical stores," said Robert Chad, President of Dotz, which has as partner LoyaltyOne Canadian loyalty program and has partnered with the Bank of Brazil.
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