This month sees the debut of Dezerved, a new members-only online marketplace that aims to connect loyalty program customers, with exclusive offers from luxury brands.
The new platform has partnered with Lufthansa Group’s Miles & More frequent flyer and awards program for its launch, with the deal enabling the airline to offer its ‘elite’ travellers further access to exclusive offers.
Farfetch, Sony, Fitbit and Parmigiani Fleurier are among the line-up of named brands taking part. Other luxury hotel, watch, gourmet and electronics brands also said to be on board.
Dezerved has been developed by parent company Loylogic to support the retail and travel industries in the wake of the pandemic, it says. The concept gives participating brands the flexibility to tailor bespoke offers, including coupons, vouchers or prizes for example. While traveller can claim offers by using a combination of rewards points or miles plus cash.
Dominic Hofer, CEO of Dezerved and Loylogic, commented: “We have created an innovative solution that helps brands meet short term sales goals and grow customer value by connecting them with affluent consumers who can enjoy exclusive access to offers due to their loyalty program membership.
“Our ambition is for Dezerved to become the world’s go-to destination for members of any loyalty program to find the best value offers – and, in turn, for brands to connect with affluent communities in a closed community environment.”
Johann-Philipp Bruns, head of sales & retail at Miles & More, said: “Miles & More is always looking for partners that offer real added value for our members. We are delighted to be able to give them direct access to exclusive brands and highly attractive offers through our new partnership with Dezerved. And all this for a comparably low investment starting from just 20 award miles!”
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