Loyalty Software & Platforms

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Market Summary

Market Overview

Loyalty Programs are standard in today’s world, but they take many forms. We all know this from the number of loyalty cards we had, or maybe still have, in our wallets, purses and phones. This assemblage of programs each requires software and technology to make it run well. The increasing number of software choices for restaurants and hotels creates numerous possibilities for these businesses. The options don’t stop at the number of solutions, but continue into the types of rewards programs they facilitate. Beyond the walls of hospitality, we as consumers are familiar with point-based rewards, cash back, buy a certain number – get something free, and any number of other innovative and enticing programs. The solutions in this category cover all of these and more.

This Capsolve report was influenced significantly by the solutions that address the needs that commonly arise within hotel and restaurant loyalty programs. While many chain restaurants have loyalty programs intact, the playing field has changed recently requiring them to port their loyalty programs to the web and mobile ordering realm. The same need occurred for independent restaurants, but these recent market shifts made it nearly imperative to compete online and with rewards.

The situation is much different within the hotel industry as soft brands now present new options for the independent hotel segment and those that remain independent now have multiple vendors to choose from and may select from any number of types of loyalty programs. This includes the soft brand possibilities, multiple industry capable loyalty systems and the many hotel-specific solutions. This research will focus much of its attention on the industry-specific category of these possibilities.

Marketplace Context

The Loyalty Solution marketplace has a Medium size rating from Capsolve and is experiencing increased competition amongst the vendors serving the restaurant industry. While the hotel-oriented vendor selection is also greater than it was, the rate of growth is much lower.

More than 50% of Loyalty Solutions in today’s marketplace are from United States centric companies. When considering the top 6 countries, this percentage reaches into the top decile creating a Low level of geographic dispersion.

Much of the aforementioned growth has occurred within recent years. When considering the Requirements Complexity, it is apparent that nearly all of the solutions reside within either the Low or Medium classification. You may notice the multi-industry solutions tend to have more capabilities in their solutions, sometimes raising a given solution into the High classification. Capsolve has researched this category of solutions for you and introduces you to the possibilities that exist for your team and company, in addition to its customers.

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About this Report

This document details a review of the marketing information and capabilities associated with this category’s solutions and the surrounding technology ecosystem. It contains original content written by Capsolve to provide a perspective of current trends affecting one or more of the hotel, restaurant and golf & country clubs industries. The analysis covers a statistically significant portion of the previously defined category marketplace.