New members-only marketplace Dezerved debuts with Miles & More to give people a novel way to maximise the value of their loyalty miles

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By: Wise Marketer Staff |

Posted on March 22, 2021

New platform Dezerved connects loyalty program customers with exclusive offers from luxury brands – including fashion retail platform Farfetch, Sony, Fitbit and Parmigiani Fleurier as well as other hotel, watch, gourmet and electronics brands

The new partnership with Europe’s leading frequent flyer and awards program Miles & More gives elite travelers access to a unique range of exclusive offers

11 March 2021: Today, a first of its kind online marketplace has opened its doors to connect loyalty programs and closed communities with exclusive offers from luxury consumer brands.

Developed by Loylogic - the world's leading innovator and creator of points experiences – the new platform, Dezerved, provides a new way for loyalty programs to engage their customers while offering them excellent value for their points or miles when buying exclusive offers. It has been created in response to the challenges faced by the retail and travel industries in the wake of the pandemic.

Dezerved is the first of its kind global marketplace to give brands direct access to closed communities of affluent consumers – all eager to unlock exclusive offers using a combination of rewards points or miles plus cash. With only a small number of points or miles required to take advantage of the offers, shopping on Dezerved provides real added value for customers.

To launch the platform, Dezerved has partnered with Miles & More, Europe's leading frequent flyer and awards program and a 100% subsidiary of Deutsche Lufthansa AG – giving its elite travellers further access to a unique range of exclusive offers.

Dezerved debuts with a number of high-end names, including the online luxury fashion platform Farfetch, Sony, Fitbit and Parmigiani Fleurier as well as luxury hotel, watch, gourmet and electronics brands.

Dominic Hofer, CEO of Dezerved and Loylogic, commented: “We have created an innovative solution that helps brands meet short term sales goals and grow customer value by connecting them with affluent consumers who can enjoy exclusive access to offers due to their loyalty program membership. Our ambition is for Dezerved to become the world’s go-to destination for members of any loyalty program to find the best value offers – and, in turn, for brands to connect with affluent communities in a closed community environment.”

Brands have flexibility to tailor offers on the platform to meet their needs, from offering coupons, vouchers or prizes, to curating specific ranges or launching a virtual pop-up shop. Current points or miles plus cash offers include: 30% off with a luxury watch brand, up to 55% off with a leading electronics brand, and exclusive offers at luxury hotels and resorts.

Johann-Philipp Bruns, Head of Sales & Retail at Miles & More, commented: "Miles & More is always looking for partners that offer real added value for our members. We are delighted to be able to give them direct access to exclusive brands and highly attractive offers through our new partnership with Dezerved. And all this for a comparably low investment starting from just 20 award miles!"

For more information, please contact:

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About Dezerved

Dezerved is a subsidiary of Swiss-based Loylogic Holdings, a global innovator in points commerce. Through our Pointshub, Pointspay and Dezerved solutions, we empower loyalty programs with deep insights and maximized economics, and offer their members more choices to collect and redeem points online, in-app and in-store. Our industry-leading rewards marketplace integrates content partners, online shops and brands worldwide to give members and their loyalty currencies access to millions of products and services. Founded in 2005 and headquartered in Zurich, Loylogic operates across the globe as the trusted partner of the most visionary loyalty programs.

About Miles & More

Miles & More is Europe's leading frequent flyer and awards programme. More than 25 years of experience and cooperation with over 300 partner companies worldwide make Miles & More GmbH, which operates the programme from its headquarter in Frankfurt am Main, an expert in successful customer targeting and retention. Particularly in the core markets of Germany, Austria and Switzerland, more than 300 partners of the programme benefit from access to a sophisticated target group. The company was launched in Germany in 1993 with seven programme partners and has been an independent company since September 2014 as a 100% subsidiary of Deutsche Lufthansa AG. The managing directors are Sebastian Riedle and Dr. Oliver Schmitt. The company has developed into a strong brand in a variety of areas - such as the award business and programme operations, status management, the offers and services in sales & retail, and finance.

The linchpin: earning and redeeming award miles. Since the programme was launched, members have earned a total of more than 1.6 trillion award miles in a wide variety of areas of life - from flying to finance to shopping. With the flight award as the emotional centerpiece and unique selling point of the programme, the Lufthansa WorldShop and more than 270 non-aviation partners, Miles & More is strongly positioned along the entire travel chain. Miles & More GmbH also operates nine Lufthansa WorldShop stores with more than 800 square meters of retail space at Frankfurt, Munich, Berlin-Brandenburg, Hamburg and Düsseldorf airports. The online stores worldshop.eu and swiss-shop.com entice customers with more than 3,000 attractive awards in the categories of luggage, electronics, living, accessories, sports & wellness, children, wine and Lufthansa & Aviation. With selected products from more than 400 premium brands, there is something for everyone. The Miles & More Credit Card also enables members to earn award miles easily in their everyday lives.

Find out more at www.miles-and-more.com and www.miles-and-more.com/presse

Miles & More Press Office
Tel.: +49 69 719168-159
E-Mail: presse@miles-and-more.com