Loyalty strategy at Bazar El Regalo: Much more than points

Presented by Nicola Picasso, CEO & Founder of Omniwallet, at LogiCommerce Connect 2025

During his session at LogiCommerce Connect 2025, Nicola Picasso, CEO and Founder of Omniwallet, presented the real-world case of Bazar El Regalo as an example of how a well-designed loyalty strategy can transform customer relationships—especially in highly competitive sectors like consumer electronics.

Omniwallet is a digital wallet solution that allows eCommerce businesses to offer their customers a personalized loyalty card accessible from their mobile phones (Apple Wallet or Google Wallet). With Omniwallet, brands can centralize all user points program data, send push notifications, offer personalized discounts, and unify the customer experience across both physical stores and online channels. It also enables automatic user registration into the loyalty system without requiring a password-based account—streamlining conversion and engagement.

This session didn’t just focus on features, but on how to leverage loyalty tools to build lasting relationships—even in categories with low purchase frequency.

Why loyalty matters

Traffic acquisition remains one of the most expensive actions in eCommerce. Yet many online stores accumulate large, underused customer databases: users who made one or two purchases and never returned. As the speaker explained, "we're sleeping on a mattress full of money without realizing it." Poorly managed, these contacts take up space and resources without generating returns.

Loyalty is precisely what brings those records back to life—assigning names, understanding preferences, creating incentives, and reconnecting beyond the first transaction.

The Bazar El Regalo case

Bazar El Regalo is an online store specializing in home appliances—a category with low purchase frequency (no one buys a washing machine every month) and high competition. Still, the brand managed to build real loyalty through a combined strategy of acquisition, retention, and points-based incentives.

Weekly giveaways as an entry point

One of their most effective actions has been the launch of a weekly giveaway. The goal is not to convert on the first click, but to capture the visitor's email address. To participate, users only need to submit their email and follow the brand on Instagram. This strategy allows the brand to:

• Capture qualified traffic without requiring immediate conversion.
• Enroll the user into the loyalty program.
• Deliver a personalized digital loyalty card via Omniwallet.

Each week, small household products (like headphones) are raffled. The first prize is a physical product, while second and third place receive loyalty points—enough to encourage a future purchase, but not enough to redeem immediately. This creates an "asset" that reactivates the user with their next interaction.

The result: Around 200 new weekly registrations from users who haven’t yet purchased but have already begun building a relationship with the brand.

From email to CRM—and beyond

Thanks to the integration with Omniwallet and platforms like Connectif, unique customer profiles are generated. Upon registration, users automatically receive their digital loyalty card, and brands can send push notifications, personalized discounts, and connect their online and offline behavior.

For example:

• If a customer makes an in-store purchase, they scan their wallet and earn points.
• If they buy online, the system recognizes their email and consolidates the data.

Additionally, the wallet enables gamified actions like leaving a Google review, sharing personal data (like eye color, useful for opticians), or receiving discounts for installing the wallet.

Points catalog and rewards

Bazar El Regalo’s loyalty program includes a dedicated online catalog where the “price” of each product is measured in points. From store vouchers for popular chains to physical items like ovens, everything is fully integrated with no intermediaries needed.

Brands can configure:

• User levels based on points accumulation.
• Point expiration rules.
• Retention logic (ideal to avoid abuse with product returns).

The entire system is 100% headless and can be fully integrated with a client’s own mobile app. Some projects have chosen to embed the full loyalty and rewards experience directly within their application.

Conclusion

Loyalty is no longer just about collecting points. It’s about building relationships, gathering useful data, personalizing the experience, and maximizing the value of each acquired customer. Bazar El Regalo proves that even in low-frequency sectors, a creative, omnichannel, and well-integrated strategy can make a significant impact.

At LogiCommerce, we encourage all digital merchants to explore the power of loyalty as a pathway to long-term value and sustainable customer relationships.

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