Lycos Inc. launched a network-wide rewards
program built in conjunction with Netcentives Inc., a provider of
Internet loyalty programs.
The strategic program is designed to reward and retain Lycos’ best members,
the company said. Financial arrangements between the companies were not
disclosed.
Lycos Rewards uses a custom-branded
currency, called Lycos Points, that visitors can earn through a variety of
online and off-line activities, including applying for and using the Club
Lycos MasterCard and shopping at the new LYCOShop e-commerce destination.
Lycos Points can be redeemed for brand name merchandise and gifts, including
the Palm Pilot V, a digital MP3 player, a portable CD player and other
rewards.
“Lycos Rewards will assist us in engendering loyalty and raising switching
costs for both
our new members and our long-time users,” said Ron Sege, executive vice
president for Lycos.
“We selected Netcentives because of the strength of the team both in
marketing strategy and in technical prowess,” said Richard Turcott, manager,
corporate rewards and direct marketing for Lycos.
The companies have also designed tracking and redemption processes; statement
presentation; rewards redemption and fulfillment programs; and developed
channels for direct communication.
Netcentives will also provide database management
services, customer service and technical support, a customized rewards
catalog and marketing consulting. Netcentives Professional Services will
provide Lycos Rewards with merchant integration services.
Netcentives operates the ClickRewards Shopping Network, custom
loyalty networks for major brands and portals and ClickRewards@Work, a
corporate incentives solution.
