Erica Forrette

What Does a White-Label Loyalty Platform Do?

If a company is looking for an automated loyalty program solution but wants to avoid the development complexity, time it takes to build, and administrative overhead of a custom-built loyalty program, a white-label loyalty program might be the perfect fit. 

Back up... what does white-label mean?

The term “white-label” is usually used to describe software or products built without the creator’s own brand or name attached to it. Instead, the creator (or company/developer/vendor, etc.) can sell or license the software / product to other companies, and customize it with the other companies’ branding. 

In effect, the other companies can then sell the product as their own to their end-user customers. 

In the context of a customer loyalty solution, a white-label loyalty platform is the back-end software and system that contains the functionality enabling a customer rewards program, but whose consumer-facing front-end can be “skinned” to the branding for other companies. 

For example, Wildfire provides a white-label loyalty platform that we license to other companies (our partners) who wish to offer a customer retention program or a cashback loyalty program for their own users. 

The backend of our rewards platform functions flawlessly to deliver e-commerce cashback rewards experiences to our partners’ end user customers across mobile and desktop.

But the consumer-facing features, such as our cashback browser extension alerts and earnings dashboards, are completely customized to our partners’ brands. 

Our partner essentially owns the experience and is providing the rewards program, as far as their end users are concerned.

Benefits of a white-label loyalty platform

Building a loyalty program from scratch is a time-consuming and complicated process. Using a white-label rewards platform instead is beneficial for companies that want to launch a customer rewards program to drive loyalty, because it helps short-circuit the development process and all the other associated complexities and issues.

  • Increases the speed to market: : Companies can access a white-label loyalty platform that’s already built, and deploy it to their customers in far less time than a custom-built loyalty program would take.
  • Requires less upfront investment: Development of a custom loyalty program requires significant investment in human resources to build the coding and all the interconnected tracking and systems needed. Plus, a robust white-label e-commerce cashback rewards platform requires a deep merchant portfolio that can offer customer rewards across a vast network of different online retailers. Developing these relationships in-house takes time.
  • Offers flexibility to fit different business models. With a white-label rewards platform, companies with varied methods of monetizing their user base can quickly activate a custom rewards solution and align it with the specific needs of their industry, existing rewards program, or business model.
  • Allows a company to focus on customer experience & marketing. Without the need to administer and maintain an in-house rewards platform, companies can focus on perfecting their messages and more effectively convey the value of a loyalty program to their customers to increase participation.

This last point is particularly important for companies that wish to launch an effective customer rewards and loyalty program. Just because a company built a cashback rewards program, does not mean its customers will just magically adopt it and start using it. It's not Field of Dreams.

Focus on your customers with a white-label loyalty platform

To create a truly successful loyalty and rewards program, a company must put time and effort into building a marketing plan that will drive adoption and maximize your customer participation.  A white-label rewards platform enables companies who know their customers best, to focus on doing just that.

Instead of worrying about the nitty-gritty of the rewards platform itself, a company who chooses a white-label loyalty platform to power their rewards program can focus their energy and efforts into making the program a core part of their value proposition and company DNA, to boost customer engagement.


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Published by Erica Forrette May 24, 2022
Erica Forrette