Luxury loyalty programme Dezerved launches in partnership with Lufthansa

Airline’s Miles & More scheme will provide members access to exclusive offers on luxury goods

A new consumer loyalty programme that links schemes and offers exclusives deals on luxury brands has gone live with German airline Lufthansa as a launch partner.

Dezerved has been developed by Loylogic, a leading points-based loyalty scheme operator, in response to the challenges faced by brands due to the COVID-19 pandemic.

Described as a “first of its kind online marketplace” aims to provide a new way for loyalty programmes to engage customers and to trade in their points, or miles, for exclusive offers.

The platform will provide direct access to closed communities of affluent consumers who can buy either with loyalty points or cash, or a combination of both.

At Dezerved has partnered with Miles & More, one of Europe’s leading frequent flyer and awards program and a subsidiary of Lufthansa

It is also partners with high-end consumer brand names including the online luxury fashion platform Farfetch, Sony, Fitbit and Parmigiani Fleurier and other luxury hotel, watch, gourmet and electronics brands.

Dominic Hofer, chief executive of Dezerved and Loylogic, said: “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 can tailor offers on the platform from offering coupons, vouchers or prizes, to curating specific ranges or launching a virtual pop-up shop.

Johann-Philipp Bruns, head of sales and retail at Miles & More, said: “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.”