The program offers a customized reward system for retail stores, carried out through a single application that requires no cards or logins. Customers can share rewards with friends or give them to charity and use their rewards for shopping. Merchants can communicate special offers within the application, not email, and engage customers. bluDOT creates a more loyal customer by providing opportunities to collaborate with friends, win extra rewards, or give to charity, making it a simpler and more rewarding loyalty program for both customers and merchants.