Claro Announces Overhaul of Loyalty Program Starting in 2027

Claro has officially announced a significant restructuring of its loyalty program, the Claro Clube, which will impact more than 54 million subscribers. Starting in January 2027, the company will move away from its current point-accumulation system in favor of a tiered structure based on the services contracted by each customer. This change aims to simplify the user experience and provide benefits that are more directly aligned with daily consumption habits.

The new program will categorize customers into four distinct levels: Claro Clube, Prata, Ouro, and Rubi. Unlike the previous model, which required users to collect points to redeem for rewards, the new system assigns a status based on a 'relationship score' linked to the specific services held under a single tax identification number (CPF). This approach mirrors the loyalty structures commonly utilized by major airlines, where status determines the breadth of available perks.

Under the new framework, the classification is determined by a point system assigned to various products. For instance, services such as Claro Pós, Claro Fibra, and Claro TV+ are each valued at four points. Meanwhile, Claro Controle, Claro Flex, and additional lines or TV points contribute two points each, and Claro Fixo adds one point. The entry-level category, Claro Clube, requires zero points, while the highest tier, Rubi, is reserved for customers accumulating 16 or more points.

The transition period for existing users is already underway. Customers currently participating in the legacy program can continue to redeem their accumulated points until December 31, 2026. The company emphasized that these points will not be lost immediately upon the launch of the new system, but the transition to the category-based model will become mandatory for all users on January 1, 2027.

Benefits under the revamped program will include cashback options redeemable via Pix or gift cards for various retail and dining partners, as well as discounts on movie tickets and exclusive access to football match pre-sales. High-tier customers in the Rubi category will also gain access to special experiences at events sponsored by the company, such as major tennis tournaments. All management of these benefits, including status tracking and offer redemption, will be centralized within the 'Minha Claro' mobile application.

According to Marcio Carvalho, the company's director of marketing, the shift was informed by extensive consumer research. 'We have created a program that is simpler, more comprehensive, and more connected to people's daily lives,' Carvalho stated in a press release. The company noted that the new model is designed to offer immediate utility, allowing customers to choose advantages that best fit their personal profiles rather than waiting to accumulate points for future rewards.