Loyalty360 – Customer loyalty news

If there’s one word you can’t describe Qiibee, it’s ordinary.

The loyalty provider Qiibee was born in 2017 from an idea between two brothers, Gabriele and Gianluca Giancola.

When they first saw blockchain technology, they believed the world had changed forever. Since then, they have positioned Qiibee as a focused company at the intersection of loyalty and blockchain technology to find the benefits it can bring to brands.

Gabriele Giancola spoke with Loyalty360 CEO Mark Johnson in a ‘Loyalty Live’ session about their use of blockchain in the loyalty industry and ideas for improving loyalty in the future.

“What we are creating is a decentralized global loyalty ecosystem where brands can connect their loyalty programs through blockchain technology and allow customers to redeem rewards with each other,” said Gabriele Giancola, Co-Founder and CEO of Qiibee . “Sure, [it will be] in a very controlled and selective manner so that brands can decide who they want to work with.

With the general concept explained, Giancola says the team is now focused on experimenting and understanding the technology, as blockchain is in its early stages and its potential for the loyalty market is still being explored. .

It then shows another opportunity offered by the blockchain: a non-fungible token, or NFT. While acknowledging the “hype” around these NFTs that sometimes sell for over $ 20 million, he realizes that not everything can sell for so much profit. NFTs are unique on the blockchain, so customers have full ownership of the digital product, he says.

The opportunities with NFTs are vast, such as allowing customers to use points to purchase service NFTs, such as a “Skip the Line” NFT. Beyond that, he envisions an expansion towards children, who are now glued to games and phones.

Noting this trend, Giancola suggests that in the future, creating a digital collectible that they can have on their phones and trade with others is something worth building in the market.

In fact, Giancola focuses a lot on the opportunities within the younger generation.

“If you look at the younger generations of 15, 20 or 25, they are future leaders, and they will have purchasing power,” explains Giancola. “As a brand, you have to prepare for these kids. If you don’t understand these kids today, you won’t understand them in 5-10 years.

He believes that brands must adapt and go so far as to rethink their customer loyalty strategy. By opening their minds and seeing what is in front of them, they would realize that children are already interacting with “rewards programs” through games. The more they progress in the game, the better the perks and advantages they have.

His two tips for brands wishing to improve their customer experience and loyalty programs? Open up.
Giancola sees the world as dependent on technology, citing the Facebook, Instagram and WhatsApp crashes earlier this month as moments that have proven that we rely on larger ecosystems that offer freedom and information. He uses this idea to demonstrate what loyalty should be: not forcing someone into a close relationship, but giving freedom and being open by partnering with other brands. It is this state of mind that constitutes the heart of Qiibee.

Another tech trend he thinks brands need is artificial intelligence (AI). For him, it’s obvious to take AI and use it to continuously analyze and learn a brand’s data. By opening up and using AI technology rather than search companies, brands can capture better information about their customer base.

And for brands that want to reinvent their loyalty programs, Giancola has a few words of wisdom: start from scratch. While he doesn’t recommend tidying everything up like current customer data, he does think everyone needs to let go of their preconceptions about what customer loyalty programs can be and get familiar with the customer experience.

“Let’s be honest, how many loyalty program leaders have touched a game in the past 5 years, like a PlayStation? Giancola said. “If you don’t have that kind of interaction, how do you design a loyalty program that is meaningful to your target group? “

Joseph P. Harris