Quito, October 2023.
In Latin America, millions of consumers are overlooked by digital loyalty programs. Most of these systems are designed for banked individuals with steady access to smartphones and stable purchasing patterns. But what happens when it comes to informal sellers, residents of peripheral neighborhoods, or small rural businesses?
For a long time, the answer was clear: nothing was truly designed for them in terms of loyalty technology—until an innovative solution emerged from Ecuador that proved it could be done differently, and more effectively.
In the 2010s, an Ecuadorian company introduced a disruptive idea to the digital market: to build an incentive system without mobile apps, credit cards, or banking integrations. Instead, it relied on simple catalogs—starting with paper, PVC cards, and physical delivery of rewards like household appliances, food, and mobile top-ups.
The system was deployed in Ecuador, Colombia, Panama, Peru, and Costa Rica, and performed remarkably well in low-income areas where traditional systems often failed to operate effectively.
“The key wasn’t the technology—it was the human element,” explains Marco Garzón, a digital loyalty expert and creator of the system.
“We focused on truly listening to users and understanding what a reward meant to them. For many, it wasn’t just another point on an app—it was validation, real recognition.”
Proven, tangible impact
One of the system’s most significant achievements occurred during a campaign for a major international cement company. Targeting its network of distributors, the campaign increased product repurchase by 26% in under a year, simply by implementing an efficient and accessible digital system—without involving banks or complex apps.
In the world of sports, long-standing norms were challenged. In Ecuadorian football stadiums, dedicated servers were installed to process loyalty-related redemptions in real time. In fact, as early as 2013, the company launched an online platform that allowed fans to choose their seats in the stadium, well before local regulations made this a mandatory feature.
“We didn’t anticipate the future because of our tech vision—but because of the urgent need to solve real problems,” says Garzón.
“If a user can’t click on a 150MB app because their phone is full, you’ve just excluded your most valuable customer.”
Beyond points: a model for economic inclusion
What started as a simple system of points and catalogs evolved into a vast regional reward distribution network. Thousands of physical products were shipped across Latin America as part of loyalty campaigns managed by companies that recognized the power of meaningful incentives to drive sales.
The model didn’t just retain customers—it promoted digital inclusion, improved data visibility, and strengthened distribution networks across sectors and geographies.
Could this work in the United States?
“There’s a fascination with complexity and cutting-edge tech,” Garzón notes.
“But the newest solution isn’t always the best. What truly builds loyalty is the system that makes you feel seen and rewarded.”
In a time when customer trust is one of the most scarce and valuable assets for any business, Latin America has built a loyalty model that deserves global attention, replication, and adaptation.
📞 Press Contact:
Marco Garzón – Digital Loyalty Specialist
📧 hello@viniciogarzon.com | 🌐 www.viniciogarzon.com