Australian tech firm, Elevate Loyalty, has unveiled a new platform, OneTap Loyalty, designed to restructure the way consumers interact with retail loyalty programs. The platform links payment cards to loyalty programs, ensuring customers receive their loyalty benefits at the point of sale, regardless of whether they have their loyalty card on hand.

The OneTap Loyalty platform is compatible with any loyalty program and can be utilised for both in-store and online shopping. This innovation comes as a response to a significant gap in the loyalty program market. According to Carly Neubauer, Co-Founder and Director of Elevate Loyalty, up to 50% of retail transactions are not attributed to customers' loyalty accounts due to the absence of their loyalty card or time constraints. This figure can plummet to a 20% during seasonal periods and online sale campaigns.

OneTap Loyalty aims to bridge this gap by automatically attributing loyalty benefits to a customer's membership account at the point of sale. The technology is versatile, suitable for all types of program constructs such as points, benefits, rewards or subscriptions.

Neubauer emphasises that the technology does not store any consumer data, including payment cards. All of this information is retained within the loyalty program. "OneTap Loyalty registers a consumer’s payment card to their loyalty program so all the shopper has to do is tap and pay when shopping in the retail store or online. The payment card will detect that the shopper is part of the store’s loyalty program and award the points," Neubauer explains.