Two of the world’s leading loyalty companies, Toronto-based Points and Collinson Latitude (which has offices in London, New York, Dubai and Singapore) have extended their partnership.

According to Points, the co-operation, finalised in November, will enable both companies to reach a larger portion of the global loyalty market thus offering more products and services to more loyalty programmes worldwide, including in the travel industry.

Points cited research indicating that consumers want the option of earning points/miles on everyday purchases. “71% of points/miles collectors prefer to shop at places that offer miles in their favourite programme(s), and 60% actively seek out promotions that will help them earn more,” the company stated.

The two companies are opening up new opportunities through e-commerce, online shopping destinations, including the recently launched Spirit Airlines’ Free Spirit Online Mall. Points says the companies have worked together on six earn malls with partners throughout Europe and North America. Combining resources and expertise the two companies will extend Points’ core Buy, Gift, Transfer and PointsConnect business together with Collinson Latitude’s RewardAll and iRedeem products.

“This expanded product offering will bring more options to our respective loyalty programme partners, driving engagement within their programmes by offering members more ways to interact with their favourite loyalty currencies,” Points stated.

Points CEO Rob MacLean said: “Our existing partnership has proven to be a great fit, with significant opportunities to expand the relationship into the future and bring more options to our valued loyalty programme partners. We’re very pleased with the opportunity to partner with a great company such as Collinson Latitude and see this as an excellent example of how our belief in doing “˜more together’ is being executed.”

With offices in New York, London, Dubai, and Singapore, Collinson Latitude claims earning and redemption capabilities in more than 150 countries, providing services and products that are “complementary to Points’ own offerings for enhancing the value of loyalty programmes”.