Business
Dein founded the company Reward in 2001, a loyalty programme management company. The original model was to provide football fans with loyalty points when shopping at participating retailers, that could be redeemed towards football related rewards--tickets, meetings with the players, as well as other things. The company then began loyalty programs focusing on different entertainment industries as well, including cinema and cricket. In 2006 Dein developed a new technology to track and reward programme member shopping without the need for a loyalty card called Cardless Reward Technology (CRT).
The technology ties consumers credit and debit cards to offers and deals, so while making their purchases customers can receive rewards such as discounts or free gifts without showing coupons or a separate loyalty card. In 2007 the innovation was nominated for the Best Industry Innovation of the Year at that years Credit Card Awards, and in 2008 Dein was accorded the Young Gun award by Growing Business for his invention. In addition to this programme, Reward also administers and runs the Barclaycard football credit card. Then in 2012 Reward launched the NatWest CashbackPlus rewards programme, which provides personalized rewards for NatWest debit card holders. Reward is currently the largest sports loyalty programme operator in Europe.
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