Groupon Earns Points in Latest Deal | RetailCustomerExperience.com

The daily social couponing service is partnering with Cartera Commerce, a Lexington, Mass., company that manages loyalty rewards programs for credit card companies, retailers and others. As a result, more than 150 million consumers will begin to earn rewards on their Groupon purchases.

We in the JZM family, many of whom are fans of Groupon, have long wondered when it would add a loyalty component to its model. It already knows so much about us as consumers – name, age, gender, residence, purchases preferences and payment methods. And its members are highly targeted consumers – college educated, 18 to 34 years old, with two-third making $50,000 to $100,000 a year. Why not parlay that knowledge into rewards and targeted offers and earn our ongoing loyalty?

We were happy to learn a few months ago that Groupon was testing a loyalty plan among randomly invited members. In it, reward members earned points, called "G's," which could be used toward free Groupon coupons. In early 2011, it transformed those G's into Bucks (every 100 Gs equal $1 Groupon Buck), which are deposited into member accounts. Anyone interested in being included in future Groupon Rewards testing can send a request to rewardsfeedback@groupon.com.

Not sure what effect, if any, the Cartera partnership will have on Groupon Bucks. But the two plans are different, since Bucks are used exclusively toward future Groupon purchases, not for points, miles or cash back.

Either way, many of us who are carrying a digital bulk of Groupon coupons – checking expiration dates, coordinating Groupon get-togethers with other enthusiasts – are eager to find out. I for one wouldn't mind counting rewards, along with my coupons.