CMGI, Andover, Mass., is creating an online loyalty program for its companies and partners through a new alliance with Netcentives. CMGI also is taking a 4.9% equity stake in the San Francisco-based e-marketing company. "CMGI Points" will be developed into an online currency that can be earned by consumers visiting participating CMGI company and partner sites. The program will launch through AltaVista in May. Netcentives will create and support the points-based rewards program designed to boost customer retention within CMGI's network of companies. Netcentives has developed online loyalty programs for clients such as America Online, Lycos and Microsoft.
Copyright April 2000, Crain Communications Inc.