Netcentives Licenses Platform for Latin American Loyalty Network

Latin American loyalty network Dotz launched this week, following an agreement licensing technology from online direct marketing company Netcentives.

Overseen by Brazilian marketing firm Belix Marketing e Servicos, the program pays consumers Dotz currency for a variety of activities, including program registration, newsletter opt-in, and for shopping. The currency can be redeemed for frequent flyer miles and consumer products.

The network currently has about one million users, the companies said.

Under a two-year, multi-million dollar deal with Belix, Netcentives licensed its loyalty platform to track and handle back-end fulfillment on Dotz, executives said. The company also will provide marketing consulting support.

“Recognizing and rewarding customer loyalty is an imperative for companies worldwide,” said Netcentives chairman and chief executive officer West Shell.

The push to capitalize on burgeoning Latin American Internet use is reaching a heated pitch, following recent analyst forecasts projecting an explosion in Latin American Internet user, e-commerce and marketing within the next five years.

Already, major ad network and technology companies like DoubleClick have launched Latin American initiatives to capitalize on the trend.

Dotz joins online marketer in the Latin American loyalty network space. That company launched a similar loyalty network called TrocaMania in March.

“With Internet users reaching a critical mass in Latin America, time to market and expertise was of the essence for the Dotz program,” said Dotz CEO Alexandre Chade.

As a differentiator, Dotz executives point to the network’s partners and newly licensed Netcentives technology.

The network has reached partnership alliances with some of the best-known Internet and e-commerce companies in Latin America, including ISP IG and portal UOL.

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