The Affinion Group announced on March 19 that its two popular loyalty solution brands – Affinion Loyalty Group and Connexions Loyalty Travel Solutions -- have rebranded to become Connexions Loyalty.
The Affinion Group had acquired Connexions Loyalty Travel Solutions in 2010.
Gretchen Moen, Senior Marketing Communications Manager for Connexions Loyalty, told Loyalty 360 that the name change came about because the Affinion Group wanted to bring together “two great brands in the market” under one name. She said Connexions Loyalty combines the best elements from each brand into a “simpler, more powerful brand identity.”
“We have changed our name to Connexions Loyalty because this is what we do — we build loyalty by giving our clients the power to connect their customers to rewarding experiences,” Moen said.
Moen said Connexions Loyalty has the history, partnerships, employees and solutions to serve as the “brand behind the brand”— seamlessly connecting its clients’ brands to their customers’ lives.
“This is loyalty,” Moen said. “This is what causes customers to choose our client’s brand over the competition. And this is what we have delivered for more than 30 years. This experience allows us to create and provide products that are extremely targeted and relevant to customers in both existing and new geographies and industries.”
Rewards programs have become increasingly popular, with points having overtaken the U.S. dollar as the single largest currency in the world. Last year, customers redeemed points worth more than $2 billion in transactions through Connexions Loyalty's platform, for services including travel, gift cards, and merchandise.