A Comprehensive Analysis of Smart Loyalty

Smart Loyalty emerges as a significant player in the loyalty solutions market, with a specialized focus on fostering enduring and profitable customer relationships. Established in 1997, this company has carved out a niche in the loyalty and rewards domain, particularly in the business-to-business (B2B) and employee incentive programs sector. With a dedicated team that excels in consulting, program implementation, marketing, and account management services, Smart Loyalty offers customized and coalition loyalty programs tailored to the unique requirements of their clients (Smart Loyalty).

The Essence of Smart Loyalty

Smart Loyalty's approach to loyalty solutions is predicated on the belief that the right program can significantly contribute to business growth and provide a tangible point of differentiation from competitors. Their expertise lies in aiding companies to build lasting, profitable relationships with their customers, which they achieve by delivering loyalty programs across Australia and New Zealand (Smart Loyalty).

The company's suite of resources and marketing engagement products are designed to empower businesses in strengthening customer relationships. This suite is a testament to Smart Loyalty's understanding of the importance of equipping businesses with the right tools to ensure the growth and effectiveness of their loyalty programs (Smart Loyalty).

Innovation in Customer Insights

One of the innovative tools offered by Smart Loyalty is their Customer Insights App, which provides businesses with behavioral insights that are crucial for driving growth. This app allows users to access customer accounts and contacts, track purchase behavior, view recent redemptions, and add customers to the program, thereby facilitating a deeper understanding of customer dynamics and preferences (Smart Loyalty).

Reputation and Multi-Brand Loyalty

Smart Loyalty has garnered a reputation for having one of the best rewards programs in the building and hardware industry, which is used not only to generate more business but also to encourage early trade account payments. The program is recommended for anyone looking to reward existing customers and build new ones (Smart Loyalty).

The company also promotes multi-brand (or coalition) loyalty, which brings together a collection of non-competing suppliers to reward a common base of business customers. This strategy enhances the earning power of customers by allowing them to accumulate more reward points than they would from a single vendor. As customers earn and redeem points, they develop a loyalty to the participating brands, which in turn fosters customer retention (Smart Loyalty).

Gifting Platform and Loyalty Insights

Smart Loyalty offers a fully white label gifting platform that is fully managed and multi-purpose. Clients can set their budget and inform Smart Loyalty of the recipients and timing, and the company takes care of the rest. This platform can be used for staff and customer gifts, as well as for new business acquisition, and comes with reports and insights to track its effectiveness (Smart Loyalty).

The company also provides insights into unlocking the keys to customer loyalty and maximizing profits through B2B loyalty programs, which are essential for customer retention and satisfaction (Smart Loyalty).

Critical Opinion

Based on the information provided, it is evident that Smart Loyalty is a comprehensive provider of loyalty solutions that understands the intricacies of customer retention and the importance of innovative tools in driving business growth. Their services are not limited to program implementation but extend to providing actionable insights that allow businesses to make informed decisions. The emphasis on multi-brand loyalty and a white label gifting platform indicates a forward-thinking approach that aligns with the evolving needs of businesses looking to maintain a competitive edge.


In conclusion, Smart Loyalty stands out as a company that not only offers loyalty programs but also delivers strategic tools and insights that are vital for businesses to understand and engage with their customers effectively. Their tailored solutions, combined with their expertise in the loyalty sector, make them a valuable partner for businesses aiming to enhance customer loyalty and drive growth.


"Who We Are." Smart Loyalty, https://www.smartloyaltyhq.com/who-we-are.
"Home Page." Smart Loyalty, https://www.smartloyaltyhq.com/.
"Resources." Smart Loyalty, https://www.smartloyaltyhq.com/resources.
"Our Platform." Smart Loyalty, https://www.smartloyaltyhq.com/our-platform.
"Why Loyalty." Smart Loyalty, https://www.smartloyaltyhq.com/why-loyalty.
"Multi-Brand Loyalty." Smart Loyalty, https://www.smartloyaltyhq.com/multi-brand-loyalty.
"Gifting Platform." Smart Loyalty, https://www.smartloyaltyhq.com/gifting-platform.
"Loyalty Insights." Smart Loyalty, https://www.smartloyaltyhq.com/loyalty-insights.

Further Reading

  1. https://www.loyalty.org/
  2. https://www.incentivefederation.org/
  3. https://www.loyalty360.org/
  4. https://www.customerstrategy.net/
  5. https://www.crmassociation.org/
  6. https://www.marketingweek.com/
  7. https://www.retailtouchpoints.com/
  8. https://www.the-cma.org/
  9. https://www.forrester.com/
  10. https://www.gartner.com/

Partner Insights

This section offers a detailed overview, crafted from information directly requested from our partners.


We're the specialists when it comes to B2B loyalty, working with over 600 businesses in New Zealand and Australia.


Meet one of the most exciting and innovative loyalty marketing companies around - Smart Loyalty. We're the specialists when it comes to B2B loyalty focused on coalition solutions, bespoke customised programs, and sales channel incentives. We work with over 500 businesses in New Zealand and Australia and our aim is simple - to deliver loyalty programs that provide our clients with strong return on investment while truly delighting customers and keeping them coming back for more.

Our company has been in business for a little over 25 years and our drive to deliver cutting-edge loyalty solutions has only grown stronger with time. At Smart Loyalty, our purpose is to passionately deliver our brand of loyalty every day. We believe that loyalty is the foundation of any successful business and we're on a mission to champion tomorrow's loyalty for B2B.

We offer a complete loyalty service that includes strategy design and delivery, fulfillment, and analytics. We're proud to say that our proprietary technology stack is market-leading for B2B coalition loyalty and developed in-house. This allows us to deliver truly bespoke loyalty solutions that are tailored to the specific needs of our clients.

The things that really set us apart are our people, culture, and the powerful value and benefits that our programme members and clients can access. Our team is passionate about loyalty and dedicated to delivering exceptional results for our clients. We work with some of the biggest brands in the region, including Fonterra Farm Source, Bunnings, Hirepool, Meridian Energy, Allied Concrete, Ford, Mercedes, Subaru, Fuso, Suzuki, Z Energy, Mobil, Office Max, Eagers Automotive, Active Electrical, Metro Performance Glass, Tile Warehouse, and many more.

At Smart Loyalty, we're not just another loyalty company - we're a team of experts who are passionate about driving long-lasting customer relationships and delivering real business results.

Client categories

  • Building and Construction
  • Automotive
  • Electrical
  • Agriculture
  • Water Services/Plumbing/Irrigation/Engineering
  • External Recognition

    Global Footprint

  • New Zealand
  • Australia
  • Recent Wins

  • 2024: Max Liner Australia, Workdeck, Devan Tanks, Remarkable People, Holcim Concrete NZ
  • 2023: Think Water (Au + NZ), Hydroflow Distributors, BYD, Initio Insurance, Inchcape
  • 2022: AutoPlay, Ateco (Alpha Romeo, Fiat, Ram), Attain, Apparel Master
  • 2021: Eagers Automotive, Honda New Zealand
  • 2020: Fonterra – Farm Source Rewards, Metro Performance Glass, Fluidra
  • 2019: Hirepool Rewards, Daimler
  • 2018: Subaru New Zealand, Fuso New Zealand
  • Security Credentials

  • ISO 27001 (Data Centre and Code Management)
  • Team

    Glenn Shaw
    Business Development Director


    New Zealand


    Loyalty Foundation