Dynamo Marketing backs Web loyalty points scheme

Loyalty scheme specialist Dynamo Marketing is the main backer of a new Internet loyalty scheme, ipoints (www.ipoints.co.uk), which launches this week.

The initiative, which allows online shoppers to accumulate and redeem points, has signed up Kingfisher-backed Entertainment Express, online insurance broker Screentrade, Amazon.co.uk and Beyond.com as initial participants in the scheme.

According to Aaron O’Sullivan, founder and director of ipoints operating company Loyalty Plus, flowers and travel are the main product categories not yet covered by the confirmed online retail partners of the scheme, but he expects these to be filled soon.

The small but fast-growing market value of online shopping in the UK makes multi-company schemes an ideal way to offer attractive loyalty rewards, he says. “People buy on the Internet, but they are not buying enough for any one company to make their own loyalty scheme work.”

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