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Matt Smolin is hoping to both reinvent how consumers view loyalty programs and convince brands such programs are worthy investments with the recent launch of Hang;; his startup that allows brands to build loyalty and membership programs using NFTs and blockchain technology. \"It's wild to me how many brands big and small that you definitely know don't have loyalty programs;;\" Smolin told Insider. \"Everyone thinks of Starbucks and credit cards and airlines and just assumes that every brand has a loyalty program;; but many don't.\" And many brands that do run loyalty programs don't have great tech infrastructure. \"They use pretty archaic software that's hard to integrate;; hard to change;; hard to set up;; and really;; in all these cases;; doesn't fully incentivize users;;\" he said. Earlier this month;; Hang announced a $16 million Series A round led by Paradigm;; which has invested in other big-name Web3 players like FTX and OpenSea. Other investors in the round included Tiger Global;; Kevin Durant's Thirty Five Ventures;; Mr. Beast's Night Ventures;; and Good Friends;; a venture capital firm started by the founders of direct-to-consumer giants Warby Parker;; Allbirds;; and Harry's. Hang also secured participation from big-name angels for the round;; with Tiffany & Co. executive vice president Alexandre Arnault and Bombas CEO Dave Heath among the participants. Other retail-tech companies have recently launched similar projects using NFTs to build customer loyalty. This summer;; Shopify launched a program allowing merchants to give exclusive perks to NFT holders. Try Your Best;; founded by Outdoor Voices founder Ty Haney;; allows brands to reward customers directly with NFTs;; tokens;; and direct discounts. And Glow Labs;; founded by two JPMorgan alums;; offers Web3 brands ways to engage their customers with blockchain-based rewards. Why NFTs make sense for loyalty programs Smolin believes Hang's loyalty programs can increase lifetime customer value and help offset rising customer acquisition costs. Increasing how much customers spend with a brand is easier than trying to lower customer acquisition costs;; he said. But Smolin says that current marketing and loyalty programs don't do enough to engage customers and build value. He points to the resale potential of NFTs and their interoperability across the digital world as two main benefits of the tech. For example;; a customer could resell a top-tier membership status on a secondary marketplace;; and brands looking to collaborate could link their loyalty programs seamlessly. While NFTs may be buzzy tech;; Smolin says that the benefits the blockchain offers brands go beyond the hype that limited drops or sky-high prices command. 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