Dive Brief:
- Bilt, a rewards program for home renters, has partnered with instant delivery company Gopuff to let loyalty members order items through Gopuff directly through the Bilt app or website, the company announced last week.
- Through Bilt, loyalty members can order items ranging from alcohol and paper towels, and choose to either earn or pay with Bilt Points on each order. The feature is available in all markets where Gopuff operates.
- Other ways members can earn Bilt Points include making on-time rent payments and purchasing at local businesses, and members can redeem points for benefits with partners including United Airlines, Hilton and Amazon.
Dive Insight:
Businesses across multiple industries are looking to partnerships as a way to spice up their loyalty offerings.
In April, Delta Air Lines began letting loyalty members link their SkyMiles and Uber accounts to earn miles from purchases made through Uber and Uber Eats. In July, Jet Blue and United Airlines received government approval to launch a joint loyalty program called Bluesky.
Loyalty partnerships aren’t limited to travel brands. This spring, Target announced plans to add Marriott Bonvoy as a partner to its Circle 360 loyalty program as part of plans to triple the paid loyalty program’s membership.
About one-third of consumers say they want access to expanded offers and ways to earn points through partnerships, according to an EY survey of 1,600 consumers and 400 corporate employees released in June.
Businesses are beginning to recognize this demand. About one-third of corporate respondents cited expanding partnerships as one of their planned loyalty investments for the coming year.
Bilt is using the Gopuff partnership to offer businesses ways to reciprocate their customers’ loyalty, too. For example, property managers can now use the Bilt platform to order welcome gifts for new residents through Gopuff.
