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The US-based turnkey rewards programme provider RewardsNOW has announced the addition of a new 'My Value Center' facility within its loyalty programmes, offering members a wide range of new value propositions including new retail offers, discounts and coupons. This article is copyright 2012 The Best Customer Guide.

In offering new deals, coupons and discounts, My Value Center highlights special deals from hundreds of local and national merchant partners, and presents them directly to consumers who are enrolled in any RewardsNOW-based loyalty programme.

Additionally, when a consumer shops online through My Value Center, they earn bonus points that can be redeemed for thousands of merchandise items, travel packages, gift cards, and other rewards.

According to Steve VanFleet, CEO for RewardsNOW, "Regardless of your sector, the key is to keep the customer happy and coming back. The traditional loyalty model is evolving to meet the needs of all the different stakeholders - the brand, the consumer, and the merchant - and there is a real need to innovate."

RewardsNOW developed My Value Center in response to the incredible speed at which the world of online offers is growing. At the same time, the company saw a need to move the traditional loyalty programme toward a model that is more aligned with consumer expectations today. As a result, My Value Center merges the two together in one location: the end consumer's reward programme of choice.

Initially, My Value Center includes CouponCents (a subscription-based coupon feature), ShoppingFLING (a merchant funded, online shopping mall) and a showcase that features local and client-specific merchant relationships.

The company says that its aim in developing the My Value Center was simply to increase consumer engagement with its clients' rewards programmes by making the rewards website a place that consumers want to visit often to check for deals, rather than visiting once a month to check their points balance (as is usually the case with loyalty programme websites).