For banks or other card issuers, the opportunity to integrate loyalty applications into smart cards can lead to significant benefits in terms of increased use and greater average spend per card, as well as customer loyalty and the collection of marketing data. As points or other benefits can be immediately credited to a smart card, customers are more likely to pay for purchases on the spot with a loyalty bank card. The loyalty application can be integrated in several ways. Alternatively, it may choose to join forces with another operator that specializes in loyalty applications, reach its own agreement with specific local retailers or opt for co-branding by integrating their own program into an existing initiative run by retailers such as petrol stations or chain stores. Rather than exchanging these points for gifts, most customers prefer to cash them in as credits against eventual purchases - another local specialty in the race to gain customer loyalty.
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