Companhia Brasileira De Servicos De Marketing, operator of Brazil’s dotz loyalty program, in which Alliance Data System’s LoyaltyOne holds a sizeable equity stake, has expanded into the metropolitan area of Rio de Janeiro, with a population of 6.3 million and the second-largest city in Brazil.
The dotz program operates in Belo Horizonte, Brasilia, Sao Paulo State Interior (Campinas), Fortaleza, Recife and Joao Pessoa, Santa Catarina, Sorocaba in Sao Paulo Interior, Goiania, Parana, Maceio and Vitoria. With the expansion into Rio de Janeiro, the program is operating in regions with an estimated population of more than 38 million.
In addition to the new market entry, dotz announced a multi-year, national agreement with Cencosud , one of Latin America’s largest multi-brand retail conglomerates, with revenue of $15.48 billion (USD). Cencosud operates supermarkets, home improvement stores, shopping centers and department stores in Brazil, Argentina, Chile, Peru and Colombia. Today, Cencosud is the leading supermarket retailer in Brazil’s northeast region and number three in the city of Rio de Janeiro.
Cencosud expects to issue dotz (points) to dotz coalition loyalty program members specifically at its Prezunic-branded supermarkets in Rio de Janeiro beginning in November 2015. Cencosud owns and operates more than 200 supermarkets and hypermarkets in Brazil including: Gbarbosa (in Sergipe, Alagoas and Bahia), Bretas (in Minas Gerais, Bahia and Goias), Perini (in Bahia), Mercantil Rodrigues (Bahia, Sergipe and Minas Gerais) and Prezunic (Rio de Janeiro). Details pertaining to potential brand roll-outs were not released.
The dotz coalition loyalty program is similar to the Canadian AIR MILES® Reward Program – consumers can join online or at multiple participating sponsor locations to collect points through the dotz coalition program. Consumers accumulate dotz points through everyday shopping, which can be redeemed for various rewards.
Dotz continues its growth trajectory, now with a collector base of more than 16 million consumers enrolled in the program, a more than 18 percent increase year-over-year.
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