I’m thrilled to sit down with Marco Gaietti, a veteran in business management with decades of experience in strategic management, operations, and customer relations. Today, we’re diving into the innovative world of Hang, a Layer 1 blockchain built on Avalanche that’s redefining customer loyalty programs. In this conversation, we’ll explore how Hang is tackling declining engagement in traditional loyalty systems, the role of blockchain in enhancing trust and transparency, and the cutting-edge tools transforming brand-consumer relationships. Marco will share his insights on the technology, strategies, and future potential of this groundbreaking platform.
How did Hang come about, and what’s its mission to transform loyalty programs for brands and consumers?
Hang was born out of a clear need to address the shortcomings of traditional loyalty programs. For years, brands have struggled to create meaningful connections with customers through outdated points systems or generic discounts. Hang, as a Layer 1 blockchain on Avalanche, aims to revolutionize this space by focusing on personalized, transparent, and engaging experiences. Our mission is to help brands build genuine loyalty by leveraging technology to create trust and value for both sides—offering consumers rewards that matter to them and giving brands tools to truly understand their audience.
What do you see as the primary reasons behind the declining participation in loyalty programs, especially among younger consumers aged 18-34?
The drop in engagement, particularly with the 18-34 demographic, comes down to a mismatch between expectations and delivery. Younger consumers crave personalization and experiences that feel authentic, but many loyalty programs are stuck offering one-size-fits-all rewards. They’re frustrated by irrelevant offers and a lack of real value. Additionally, there’s a growing distrust in how their data is handled. They want transparency, and when they don’t get it, they’re quick to walk away. This disconnect is a wake-up call for brands to rethink their approach.
How does Hang specifically tackle the frustration around lack of personalization in loyalty experiences?
Hang addresses this head-on by integrating AI-driven tools and on-chain data management to create highly tailored experiences. Our platform uses AI for segmentation, analyzing customer behavior in real time to help brands craft offers and campaigns that resonate on an individual level. By moving engagement on-chain, we also ensure that interactions are transparent, so consumers feel confident their preferences are respected and their data isn’t being misused. It’s about making loyalty feel personal and trustworthy, not just transactional.
What are some of the biggest challenges brands face with current loyalty systems, and how does Hang help overcome them?
Brands often struggle with fragmented data, high customer acquisition costs, and ineffective cross-promotions in traditional loyalty setups. They can’t get a clear picture of their customers because information is siloed across channels. Hang solves this with unified data and identity resolution, giving brands a 360-degree view of their audience. Our blockchain-based Brand Protocol also enables secure, automated cross-promotions between brands without risking customer privacy. This cuts down on inefficiencies and builds stronger partnerships, ultimately reducing costs and boosting retention.
Can you explain how Avalanche’s blockchain technology gives Hang a competitive advantage in the loyalty space?
Avalanche is the backbone of Hang’s operations, and it’s a game-changer. Its speed, with sub-second finality, means campaigns and rewards can be verified and settled almost instantly, which is critical for high-volume promotions. The low transaction fees make it cost-effective for brands to run frequent engagements. Beyond that, Avalanche offers the flexibility and reliability we need to scale. This tech foundation allows Hang to deliver seamless, real-time experiences that other platforms simply can’t match, setting us apart in terms of efficiency and user satisfaction.
Let’s dive into the Brand Protocol. Can you walk us through what it is and how it benefits brands using Hang?
The Brand Protocol is at the heart of Hang’s solution. It’s a framework built on Avalanche that allows brands to manage customer engagement and data on-chain. Essentially, it enables verifiable, automated promotions while giving brands full control over privacy and security. This means they can execute campaigns or partnerships with complete transparency—every interaction is auditable. For brands, this builds trust with consumers and simplifies collaboration with other companies, as they can share value without sharing sensitive data. It’s a win-win for creating meaningful connections.
Hang started as an NFT-powered rewards system and evolved into a full marketing and data suite. What drove that transformation?
When we launched, the focus on NFTs was a great entry point to showcase blockchain’s potential for unique, verifiable rewards. But as we worked with brands, we realized the bigger opportunity was in solving broader challenges around customer insights and engagement. Brands needed more than just rewards—they needed tools to understand and connect with their audience in real time. So, we pivoted to build a comprehensive suite that includes marketing tools, AI-driven analytics, and gamified features. This evolution was about meeting brands where they are and helping them grow holistically.
How do specific features like AI-driven campaign builders and gamified engagement tools impact brands and their customers?
These features are transformative. The AI-driven campaign builder simplifies the process of creating targeted campaigns by automating customer segmentation and content personalization. Brands can launch initiatives faster and with better results because they’re reaching the right people with the right message. On the gamified engagement side, tools like raffles and quests turn loyalty into an interactive experience. Instead of just earning points, customers are participating in fun, memorable activities. This shifts loyalty from a transaction to a relationship, deepening emotional connections for both sides.
What’s your forecast for the future of customer loyalty programs, especially with technologies like blockchain and AI becoming more mainstream?
I believe we’re on the cusp of a major shift. As blockchain and AI become more integrated into everyday business tools, loyalty programs will move away from static, points-based models to dynamic, trust-driven ecosystems. Blockchain will be key for transparency, ensuring consumers know exactly how their data is used and rewards are earned. AI will continue to refine personalization, making every interaction feel unique. My forecast is that within the next five to ten years, platforms like Hang will set the standard, where loyalty isn’t just a program—it’s a seamless, engaging part of the customer journey built on trust and technology.
