How to Build Coalition Loyalty Programs with 200+ Brands?

Episode #27 of the Mass Appeal Podcast

How do you convince brands that loyalty coalitions are worth the investment? In this episode, Tommy sits down with Wei Tak “Tuck” Nyou, Senior Manager of Loyalty Marketing at Ponta, a leading loyalty rewards coalition in Japan with over 200 brands and 120M members (more than 90 percent of Japan’s population).

Tuck shares insights into the challenges brands face when joining coalition loyalty programs, the key factors that make a brand a valuable partner, and the benefits of participation. He also discusses Ponta’s international expansion into Taiwan, Vietnam, and Hawaii, the potential for growth into new industries, and the role of mobile games in the future of loyalty programs.

What’s the Topic?

In this episode, you’ll learn:

• How Ponta grew to 200+ brands and 120M members.
• Why brands hesitate to join loyalty coalitions.
• Key factors in choosing new partner brands.
• Challenges of expanding to new markets.
• Japan’s loyalty market vs. global trends.
• New verticals and mobile game integration.

What to Listen Out for

Here are some key moments from the episode you won’t want to miss:

• 2:20 – Tuck’s professional background.
• 7:18 – What does Ponta do?
• 11:11 – Common fears with loyalty coalitions.
• 15:20 – Determining what brands to acquire.
• 17:24 – Ponta research members.
• 18:50 – Expanding our point system overseas.
• 20:23 – Challenges to expansion.
• 23:01 – New verticals.
• 26:17 – Integrating mobile games.