In this episode we explore the evolution of loyalty programmes powered by Web3 with Paula Pascual, CEO and founder of Merge Madrid. Increasingly, customers – and especially Generation Z – want to get something more from brands: they want to feel part of a community. This is where Web3 offers a differential value because it facilitates the possibility of collaborative programmes, where customers enjoy benefits beyond a single brand’s own ecosystem, connecting different platforms. The global loyalty market is expected to double by 2027, exceeding 200 billion dollars.