BMW Creates Blockchain Loyalty Program, Especially for Customers in Thailand

BMW created a blockchain-based customer loyalty program. (photo: twitter @BMW)

JAKARTA - German car company BMW plans to integrate blockchain technology into its daily operations and create a blockchain loyalty program for its customers in Thailand. The popular automaker has used blockchain infrastructure company Coinweb as a provider of decentralized architecture and BNB Chain for transaction settlement.

The integration of blockchain technology into BMW workflows will be carried out in two phases. First, decentralized technology will be integrated into BMW's daily operations with the aim of automating time-consuming manual processes and streamlining the company's auto financing services.

The second phase of the project will see Coinweb develop a customized Web3 application for BMW's customer loyalty program. The program will use a blockchain-based reward scheme to incentivize BMW Group customers. The level and status of customers in the ecosystem will be determined by the loyalty rewards they earn through various actions.

Owners will be able to use their rewards to purchase goods and services from BMW as well as from the associated ecosystem in the future. Binance's native BNB chain will be used to complete the transaction.

Talking about how customers will be rewarded under the upcoming loyalty program, Coinweb CEO Toby Gilbert, told Cointelegraph that customers will be rewarded every time they come into contact with the BMW ecosystem, be it "buying a new car or servicing a vehicle."

“Customers will be rewarded with loyalty points and they will be able to shop within the ecosystem. Our hope is that there will be a global launch in the future, but right now our partnership is for Thailand,” said Gilbert, to Cointelegraph.

BMW Thailand's head of leasing, Bjorn Antonsson said that the company has been actively monitoring the progress of decentralized technology and its various use cases over the years. Antonsson hopes that the integration of blockchain technology in their daily operations will eliminate manual paperwork and contribute to corporate efficiency and transparency.

Car manufacturers' interest in decentralized technologies is nothing new, and BMW has been involved with the technology since 2018. BMW first used blockchain technology to track its cobalt supply and ensure its products are supplied using ethical practices.

Besides BMW, another popular German automaker, Mercedes, is actively using non-fungible tokens and crypto coins as promotional tools.

Italian automaker Alfa Romeo is using blockchain technology to track car records, while Ferrari's new deal also hints at NFT integration.