Loyalty360 Reads: September 30 | Bakkt and Choice Hotels to Unlock Possibilities for Rewards Members; China Eastern Airlines Releases New Loyalty Program; and More

Bakkt and Choice Hotels to Unlock Possibilities for Rewards Members
Bakkt Marketplace announced the launch of the previously announced collaboration with Choice Hotels International, Inc. to expand the utility of the company’s rewards program, Choice Privileges, through the Bakkt App. Choice Privileges members can now convert their reward points to cash and then use that cash to buy bitcoin, send to a friend for their share of dinner, or even use it online or in-store anywhere Apple Pay or Google Pay is accepted.

“By working with Choice Hotels, Bakkt is bringing tremendous value to its millions of customers by unlocking new redemption opportunities for Choice Privileges members to enjoy their rewards points in day-to-day life or even to purchase bitcoin,” said Bakkt Chief Revenue Officer Sheela Zemlin. “As we continue to build a digital asset ecosystem with leading brands, Choice Hotels was a natural fit to further drive value for both of our customers.”
China Eastern Airlines Released New Loyalty Program Globally
China Eastern Airlines launched the "New Value, New Experience, New Pleasure—China Eastern Airlines New Loyalty Program" program. The "Eastern Miles" membership system globally released features these five highlights as a brand-new membership upgrade, a brand-new points accumulation system, a brand-new point exchange method, a brand-new product series and a brand-new service platform.

The core of the new membership system lies in the points accumulation framework transition from "mileage-based" to "revenue-based" system, by which they are dedicated to creating a brand new customer-centered service platform and making it possible for more cross-border and cross-industry partners to enter the value chain.
Whole Foods Removing Perk for Amazon Prime Members
Grocery delivery will get pricier for Whole Foods customers. Amazon will implement a $9.95 service fee for Whole Foods delivery orders starting Oct. 25, Bloomberg reported. Free grocery delivery from Whole Foods was previously a perk for Amazon Prime members who spent more than $35 on an order.

Amazon said the fee will cover operating costs for delivery orders. There will be no changes to Amazon’s other grocery delivery service, Amazon Fresh, or for pickup orders at Whole Foods (minimum $35 order required for Prime members).
Sonic Drive-In Asks Customers to Decide Which Teachers Receive a Portion of $1M
Sonic Drive-In announced the start of voting for the 13th annual Limeades for Learning Fall Voting campaign. In partnership with education nonprofit DonorsChoose, Sonic is committing $1 million to funding public school teacher projects across the country, and Sonic fans can determine which projects receive a portion of the brand’s weekly funding for learning materials by casting their vote on LimeadesForLearning.com.

“Last school year was especially challenging for teachers and students across the country as they navigated the shifts between virtual and in-person learning, and this year is shaping up to be just as taxing,” said Lori Abou Habib, chief marketing officer of SONIC Drive-In.
EyeBuyDirect Refreshes Brand’s Referral Program
EyeBuyDirect announced a refresh of the brand’s Referral Program that lets customers earn even more credits towards their next purchase on EyeBuyDirect.com. To celebrate, customers who refer family and friends to the site can, for a limited time, receive a $20 credit (up from $10) for their first referral and twice the EBD Credits during the new “Double Credits Campaign.”

Family or friends referred to EyeBuyDirect.com must set up an account and make a purchase totaling more than $15 for referrers to receive their first-time $20 referral credit.

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