NZ Loyalty Program Landscape 2023

Loyalty Management Evolution in New Zealand

A decade ago, Loyalty Managers in New Zealand had limited options, with around 10 loyalty solution providers like the closed AA Smartfuel and the soon-to-close Flybuys. Today, the landscape has expanded drastically, with 127 potential providers available, a significant increase from 65 just last year.

To aid in navigating this complex selection process, we've released a comprehensive and categorized map of all 127 loyalty solutions. We conducted in-depth analyses of 38 key players, which are either spearheading successful, modern loyalty strategies internationally or introducing groundbreaking innovations.

A summarized overview of 21 out of these 38 notable vendors is presented below. For detailed insights on all 38, please contact simon.rowles@ellipsisandco.com.

The 38 Key Vendors Categorized

(1) Loyalty Foundation:

• These are core technologies essential for identifying and scoring customer behaviors, accruing and exchanging benefits, points, or status. The category includes both generalists and specialists with unique capabilities for specific sectors.
• Annex Cloud, Antavo Loyalty Cloud, Ascenda, Capillary Technologies, Clutch, Eagle Eye, Epsilon, Gratifii Limited, Incentive Solutions (NZ), Kobie Marketing, Kognitiv Corporation, Loyalty Juggernaut, Marigold, Mastercard, Salesforce, Simplicity Loyalty, Smart Loyalty, TASK, Tranxactor

(2) Loyalty Extension:

• These capabilities are emerging and serve to differentiate by building on foundational solutions. They include smaller, growing providers, some of which may overlap with foundational functions.
• Amperity, Currency Alliance, DataCo Technologies, Datamine, IXUP Limited, Loyalty Status Co, PUG Interactive Inc.

(3) Rewards Foundation:

• This category includes common reward types across all industries, delivered by scaled specialists.
• Elevate Loyalty, iGoDirect Group, Loyalty Now, Loylogic, PokitPal, POPINK

(4) Rewards Extension:

• These vendors offer emerging, distinctive rewards and experiential capabilities, focusing on niche markets.
• Pointspay, Stampix, WithU