Loyalty cards programs have been used by retailers to increase customer retention. Loyality cards provide means to identify a particular customer and to collect customer-specific data, thus enabling individualized marketing; however, operating a loyalty program is complicated for retailers since they require to manage balances, collections, and transfers of customers. This is exactly the same problem the retailers were facing before credit cards were readily available. A new problem is that customers now have too many cards, customers may forget, or even deliberately decide to carry only a selection of their cards. This paper proposes a loyalty program based on a blockchain that does not require a physical card for identifying customers as it associates customers to their phone numbers, since nowadays people always carry their phone. In this perspective, companies can reduce overhead costs associated to managing the loyalty program. This paper reviews the technology required and describes the implementation of a loyalty program based on blockchains. Finally, it also enumerates the reasons for choosing the blockchain technology for this application.

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基于 Waves 区块链和手机交互的忠诚度计划

零售商已使用会员卡计划来提高客户保留率。会员卡提供了识别特定客户和收集客户特定数据的方法，从而实现个性化营销；然而，对于零售商来说，运营忠诚度计划很复杂，因为他们需要管理余额、收款和客户转移。这与信用卡现成之前零售商所面临的问题完全相同。一个新的问题是客户现在拥有的卡太多，客户可能会忘记，甚至故意决定只携带他们选择的卡。本文提出了一个基于区块链的忠诚度计划，它不需要实体卡来识别客户，因为它将客户与他们的电话号码相关联，因为现在人们总是随身携带他们的电话。从这个角度来看，公司可以降低与管理忠诚度计划相关的间接成本。本文回顾了所需的技术并描述了基于区块链的忠诚度计划的实施。最后，还列举了本次应用选择区块链技术的原因。