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Multi-brand loyalty programs reward purchases made at various retailers, thus offering a more diverse loyalty experience. These programs may or may not be linked to credit cards offering revolving credit. For partner retailers, this type of program allows them to share costs and makes membership more attractive to consumers. From the customer’s perspective, this approach offers the possibility of reducing the number of loyalty cards to manage while benefiting from more frequent rewards. These programs can be launched by a flagship retailer, an external provider specializing in loyalty program management, or groups of companies within commercial partnerships. This trend highlights the rise of multi-brand loyalty programs.

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