Top 8 Loyalty Programs in Brazil (And What Makes Them Work)

Did you know that Brazil has over 300 million loyalty program memberships?

Loyalty programs in Brazil span everything from airlines to fintech to convenience stores. But scale alone isn’t what makes these rewards programs successful…
 

This article looks at 8 of the top loyalty programs in Brazil, and how they use tech, data, and partnerships to keep people coming back.

1. Dotz 

Dotz is Brazil’s largest coalition loyalty program, with a 20-year history and over 50 million registered customers.
 

It operates as a B2B2C platform: retailers and financial partners allow customers to earn “Dotz” points on everyday purchases (in supermarkets, gas stations, online shops, bills, etc.) and redeem them for goods, services or even bill payments. 
 

Dotz is a great example of a rewards program that combines loyalty and fintech: users can manage points, shop in a rewards marketplace, make payments and access credit services all in one place.
 

What makes Dotz so popular in Brazil? Due to the massive partner network, there are many ways for users to earn Dotz. Plus, an emphasis on ‘delivering real benefits’ (like being able to pay bills with points) keeps engagement rates high. 

 

2. Smiles (Gol Linhas Aéreas)

Smiles is Gol’s frequent-flyer program and one of Brazil’s most popular loyalty schemes. Membership is free and open to all.

Members earn miles from Gol flights and hundreds of partner offers (think hotels, car rental, retail, fuel, dining, etc.). In 2023, Smiles even launched a retail marketplace (“Shopping Smiles”), allowing miles on store purchases. 

Smiles integrates with credit-card partners (e.g. Itaú, Bradesco) so users can transfer card points into miles. The platform also offers “Clube Smiles”, a paid subscription (from R$42/month) granting bonus miles each month for increased accrual.

3. Livelo (Banking Coalition Program)

Livelo is another coalition loyalty program for credit card and banking customers (jointly backed by Banco do Brasil, Bradesco, and others). 
 

The scheme aggregates points through everyday bank card spend and partner shopping, including paying bills with tied credit cards. 
 

This loyalty program is popular due to the wide partner network, high flexibility, and the backing of major banks which ensures marketing reach. 

4. Stix (GPA/RaiaDrogasil Retail Coalition)

Stix is a retail coalition loyalty platform launched in 2018 for select supermarkets and pharmacies.
 

Stix created Brazil’s first multi-brand loyalty ecosystem, unifying points across grocery and pharmacy chains. Customers earn “stix” points whenever they shop at any participating store. This convenience encourages engagement and loyalty.


The Stix loyalty app also uses gamification via “Missões” (Missions) – app tasks (e.g. buy certain products, visit store) that award bonus points. This real-time engagement (“complete today’s missions and earn extra stix!”) drives app usage.

5. MercadoCoin (Mercado Livre)

Mercado Livre is Latin America’s e-commerce giant. MercadoCoin is a loyalty initiative launched as a cryptocurrency-based loyalty currency.
 

Unique in Brazil, MercadoCoin lets e-commerce customers earn crypto tokens. Customers earn MercadoCoins as cashback when purchasing products on the platform, which can be used for future transactions or traded.

This real-time digital currency system effectively makes loyalty points fungible money.
 

What makes it successful?    Novelty (first loyalty crypto in Brazil) and seamless integration with a leading marketplace. By linking loyalty to blockchain, MercadoLibre taps into both e-commerce convenience and crypto uniqueness. This differentiates MercadoLibre in a crowded e-commerce market.

6. iFood Loyalty Program

With millions of orders per month, iFood captures customer loyalty by rewarding repeat use. The program’s personalized offers and points encourage users to stick with iFood instead of switching to competitors.

Users earn points on every order (often 1 point per R$ spent). Points can be redeemed for discounts on future orders, vouchers, or partner deals (restaurants, entertainment, etc.). The iFood app sends real-time notifications (e.g. “earn double points today!”) and tailors rewards based on order history.

 

7. KMV (Ipiranga – Km de Vantagens/Abastece-Aí)

KMV (Km de Vantagens) is Ipiranga’s all-in-one loyalty program, built for fuel and convenience store purchases. It merges the brand’s previous programs - Km de Vantagens and Abastece Aí - into a single mobile app where users earn points and instant cashback every time they fill up at Ipiranga stations or shop at AmPm stores. With fuel prices on the rise, KMV taps into what consumers value most: real savings on essential purchases.
 

The app acts as both a digital wallet and loyalty tracker, letting users pay at the pump, earn rewards instantly, and redeem points for fuel discounts or partner gift cards like Disney+. Occasional flash promotions (like double points days) drive repeat visits, while the seamless integration of payment and rewards keeps users engaged. 

8. Mastercard Surpreenda (Cartão Mastercard)

Mastercard Surpreenda is a loyalty program for Brazilian Mastercard holders. Unlike retailer-specific programs, it rewards you for every transaction, no matter the amount or merchant. For each purchase, you earn 1 point, which can be redeemed online for discounts, gift vouchers, and partner offers. There’s no app, but the mobile-friendly site makes browsing and redeeming rewards easy.
 

Any Mastercard purchase qualifies, and there’s no spend threshold to earn points. The rewards catalog is wide-ranging (electronics, travel perks, services) and rotates monthly. Mastercard also sweetens the deal with exclusive perks like insurance and concierge access. It’s a straightforward way to get more from your everyday spend while reinforcing brand stickiness in a crowded payments market.