U.S. consumers are more enrolled than ever in loyalty programs—nearly 18 per person on average, according to eMarketer. But that doesn’t mean they’re engaged. Half of those memberships go unused.
This gap between enrollment and activity suggests a bigger problem: many loyalty programs are built around points and promotions, but fail to offer the everyday relevance customers want.
That’s why leading retailers and brands are now asking a different question: How can we add real utility to our loyalty programs, without adding operational complexity?
One increasingly effective answer is to embed a shopping marketplace directly into the loyalty experience. A marketplace is a curated environment where members can earn cashback or points when shopping with third-party brands.
These marketplace integrations benefit both the business and the customer:
Customers gain more options to earn and redeem in ways that match their lifestyle
Brands increase stickiness by staying present in more everyday transactions
Retailers unlock a new revenue stream via sales commissions from third-party partners
This approach isn’t theoretical—it’s being used on a large scale.
A global loyalty program with over 12 million members recently Using SmartCircle, the program added 450+ third-party merchants, enabling members to earn rewards on everyday purchases.
The result?
Over $35M in commissions earned
Consistent year-over-year growth in orders
400,000+ monthly visits to the loyalty shopping destination
High conversion rates and positive customer feedback
These results were delivered without placing additional pressure on the brand’s internal tech or marketing teams.
More Everyday Relevance
Programs that reward members for daily purchases—on groceries, apparel, travel, or utilities- see higher engagement. As Bain & Company noted in a 2024 HBR article, brands must design loyalty around real customer behavior, rather than just relying on promotional levers. Marketplace integrations help meet those needs.
A New Revenue Channel
Each marketplace transaction generates commission revenue. For the global program mentioned above, this added millions in annual ancillary income, with no new product development, no fulfillment logistics, and no capital investment required.
Simple, Secure API Integration
Expanding into marketplace commerce doesn’t mean overhauling your tech stack. SmartCircle integrates with your existing loyalty platform through a secure, single API.
This makes it possible to:
Exhance manages merchant onboarding, offer delivery, tracking, and commissions—so loyalty teams stay focused on strategy, not support tickets.
Retail leaders are under pressure to demonstrate a return on investment (ROI) for loyalty. According to Deloitte’s 2024 Retail Outlook, strengthening loyalty is now a top growth priority—but many organizations admit their current programs fall short.
Embedding a marketplace changes that. It turns loyalty into a dynamic experience customers actually want to revisit, while simultaneously delivering new monetization paths that don’t rely on discounts or margin erosion.
Programs like Qantas Loyalty and Delta’s Amex co-branded cards have demonstrated that partner-powered ecosystems work. SmartCircle brings that approach to any retail brand, with no complex build or budget stretch required.
Adding a marketplace to your loyalty program isn’t about more offers—it’s about more relevance. It’s about making your program an integral part of your customers' everyday lives, while building a stronger business at the same time.