Neil Bergquist on Tokenized Loyalty Programs and Their Impact on Customer Retention
Tokenized loyalty programs represent an emerging frontier in customer retention strategies, with blockchain technology transforming traditional reward systems into more flexible digital assets. Neil Bergquist, co-founder and CEO of Coinme, has identified this sector as a significant growth opportunity for retail brands and B2B enterprises seeking enhanced customer engagement solutions.
"We're seeing opportunities really around consumer engagement and retention," Bergquist explains. "Think of it kind of like a rewards program where a company can tokenize some type of a reward and be able to use that as a reward when people make purchases or do a particular behavior and then redeem those tokens for some kind of value product or service."
From Traditional Points to Blockchain-Based Rewards
Traditional loyalty programs have functioned for decades with notable limitations: points often expire, lack transferability, and can operate with limited transparency. Tokenized loyalty programs represent a fundamental shift from this conventional model by leveraging blockchain technology to reimagine the nature of rewards themselves.
The key advantage of tokenizing rewards comes from blockchain's inherent characteristics — transparency, security, and interoperability. When loyalty points become tokens on a blockchain, they transform into digital assets that customers can hold, transfer, or exchange.
"What if Starbucks points were on a blockchain and there was a free market around them? That certainly is a very interesting concept," Bergquist suggests.
This transition goes beyond merely updating existing programs. Tokenized rewards provide businesses with new possibilities for data collection, revenue generation, and bolstering deeper customer relationships through enhanced engagement.
The Infrastructure Enabler
For many businesses, the technical complexities of blockchain integration represent a major barrier to adoption. This is where Coinme's B2B services address a critical market need. The company has broadened its focus beyond consumer services to provide business clients with the infrastructure required to implement these innovative systems.
"Because Coinme has these baskets of infrastructure, we're able to allow the partner or the token project to really pick and choose the user experience that they want to provide," Neil Bergquist notes. This approach gives businesses the flexibility to select specific components, from token creation and management to redemption systems.
The platform's modular architecture allows businesses to implement precisely what they need without building a complete blockchain solution from scratch. Companies can select specific elements such as custody solutions for tokens, APIs for distribution, or payment processing for redemption.
"We see ourselves as just having all the ingredients to let the partner make whatever amazing dish they want to create for their customer," adds Bergquist.
Case Study: Engaged Customers, Better Metrics
Early adopters of tokenized loyalty programs are reporting promising results. While specific partner names remain confidential, the impact on customer engagement metrics appears substantial.
These results align with broader industry forecasts. According to recent market analysis, the global blockchain-as-a-service market is projected to reach $84.6 billion by 2031, growing at a compound annual growth rate of 59.3%. Tokenized assets and blockchain-based customer engagement solutions constitute a significant portion of this expected growth.
Breaking Down Barriers to Adoption
Despite its promising potential, tokenized loyalty programs face several adoption challenges. Many businesses remain hesitant due to perceived complexity, regulatory uncertainty, and integration difficulties.
Neil Bergquist acknowledges these concerns while explaining how Coinme addresses them: "We handle that complexity for you. You don't need to download a wallet, you don't need to worry about digging up a landfill because you lost your USB stick in order to access your bitcoin."
This approach — making complex technology accessible through simplified interfaces and infrastructure — stands central to Coinme's B2B strategy. By providing the backend systems and technical expertise, they enable businesses to focus on designing meaningful customer experiences without needing to become blockchain experts.
Coinme’s Crypto-as-a-Service platform incorporates necessary compliance features, allowing businesses to implement tokenized programs while maintaining regulatory standards. This includes KYC capabilities that Bergquist describes as essential for complying with "various state and federal regulations."
Future Trajectories: Beyond Simple Rewards
Looking ahead, Bergquist envisions tokenized loyalty expanding beyond basic points-for-purchase models. The next generation of programs might include:
— Community ownership: Allowing loyal customers to participate in company decisions through governance tokens.
— Cross-brand collaboration: Enabling rewards earned with one brand to be redeemed with partners.
— Secondary markets: Creating opportunities for customers to trade or sell reward tokens.
These innovations potentially transform loyalty from a cost center to a customer-driven ecosystem where engagement becomes mutual and value flows in multiple directions.
Demographic Drivers
Interesting demographic patterns support the transition toward tokenized programs. Recent data indicates 28% of investors aged 21 to 43 see greater growth potential in crypto and digital assets, compared to just 4% of those 44 and older.
For businesses targeting younger consumers, blockchain-based rewards offer a way to connect with an audience already enthusiastic about digital assets. As younger consumers gain purchasing power, their preference for digital-native solutions will likely accelerate further adoption.
"Data like that makes banks really want to participate," noted Bergquist, suggesting that financial institutions and retailers alike recognize opportunities in addressing these demographic preferences.
A Path Forward to Integration
For businesses considering tokenized loyalty programs, Bergquist recommends starting with clear objectives rather than technology-first thinking. Understanding what you want to achieve with customer loyalty should drive implementation decisions.
Coinme's role involves making the technology accessible enough that businesses can focus on strategy rather than technical implementation details. The end goal: creating rewards that customers genuinely value while providing businesses with measurable engagement improvements.
As the technology matures and integration becomes simpler, tokenized loyalty programs may soon transition from innovative edge cases to standard practice for forward-thinking brands looking to strengthen customer relationships.
The evolution from traditional loyalty points to blockchain-based rewards represents more than a technological upgrade — it reflects a fundamental reconsideration of how businesses create and distribute value to their most engaged customers.
About The Author
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