#283: Livelo - The Leading Loyalty Program in Brazil - Short Show Summary

Welcome to Let’s Talk Loyalty, an industry podcast for loyalty marketing professionals. I’m your host, Paula Thomas, and if you work in loyalty marketing, join me every week to learn the latest ideas from loyalty specialists around the world.

This show is sponsored by Comarch. A global provider of innovative software products and business services. Comarch’s platform is used by leading brands across all industries to drive their customer loyalty. Powered by AI and machine learning, Comarch technologies allow you to build, run, and manage personalized loyalty programs and product offers with ease. For more information, please visit comarch.com.

Hello, and welcome to this week’s short episode of Let’s Talk Loyalty. I’m your host, Paula Thomas, and today I’m looking back to my interview with Daniel Pagano, Chief Marketing Officer and Chief Operations Officer at a company called Livelo. Livelo is the leading loyalty program and coalition marketing services provider in Brazil. And it’s innovative and customer-centric approach, have seen it achieve exponential growth in recent years. The business is now one of the fastest growing and most profitable companies in Brazil, so we were excited to hear some of their strategies for success. To give you a sense of its scale, the program is five years old and it already has over 25 million members and 180 partners. And with those partnerships, Lilo is able to offer an incredible 1 million SKUs as redemption options for its members, which I found to be absolutely exceptional.

Even more impressively, many of those partners accept Livelo points as payment, so the program is relevant and usable in the daily lives of its members. They even offer the chance to transfer the value of your points directly into your bank account. This was a very new option for its members at the time of our recording, but it was already something that members loved. With such a strong and loyal base. It wasn’t surprising to hear that one of the most important areas that Livelo measures is their Net Promoter Score, or NPS, which we’ve talked about many times on the show.

Daniel explained it is really the most important KPI for the whole company. And they measure it in two very specific ways and describing it as the steering wheel that guides the whole company. Daniel believes that the mistake many brands make is using the NPS framework too broadly. Instead, Livelo measures their NPS in two specific areas.

Firstly, is the NPS for specific transaction. And then the other is to get the overall feedback from customers about their complete experience with the program. A second key focus that I loved is that Livelo as a whole is intent on keeping its program simple. Often when we think of the concept of simplicity, we think the brand is simply taking things easy and not thinking them through. However, in reality, it’s the exact opposite. It takes a tremendous amount of work and effort to simplify the customer journey, and this of course ensures that your customers feel even more loyal. Then they can connect and enjoy the program without ever experiencing any of the frustration or confusion that other programs may unintentionally cause their members as their programs grow over time.

These are just some of the fascinating topics we discussed in our first conversation with Livelo, but there are loads more fascinating learnings too. So if you haven’t heard this episode, please do take a listen. It’s quite simple to find on www.letstalkloyalty.com/133. Tomorrow we are delighted to be interviewing Shell’s Fuel Rewards Program in the US and then on Thursday we have a fascinating and unique conversation about the specific role of your communications within your overall loyalty strategy.

That’s it for now. Thanks again for listening to Let’s Talk Loyalty.

This show is sponsored by The Wise Marketer, the world’s most popular source of loyalty marketing, news, insights, and research. The Wise Marketer also offers loyalty marketing training through its Loyalty Academy, which has already certified over 245 executives in 27 countries as certified loyalty marketing professionals.

For more information, check out thewisemarketer.com and loyaltyacademy.org.

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