The Loyalty Magazine Awards

Currency Alliance , the new prime sponsor for The Loyalty Magazine Awards, is creating a marketplace for loyalty partners to easily collaborate in a rich ecosystem at very low cost. CEO Charles (Chuck) Ehredt explained: "Currency Alliance operates a technology platform to make it much easier for merchants and travel suppliers to connect with business partners to issue or redeem the same loyalty currencies, as well as enable the exchange of loyalty currencies. We are the ecosystem that creates more liquidity with loyalty point currencies so they are more appealing and attract engagement from customers. In this way we aim to reinvigorate participation from both frequent and less frequent customers in loyalty programmes.