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Bilt Introduces Milestone Rewards as Part of New Loyalty Program
In December, Bilt Rewards announced a revamp to its loyalty status program. Now, the platform has revealed details on one of the new features: Milestone Rewards.
About Milestone Rewards:
An update to the Bilt Rewards site (first noticed by Doctor of Credit) details how Milestone Rewards will work. For every 25,000 points that Bilt members earn, they’ll be able to select a bonus reward. Furthermore, while Milestone Reward redemptions begin at 25,000 points, additional options will unlock as members accrue higher point totals.
When members reach 25,000 points, they’ll have five bonuses to choose from:
- Double points on Bilt Dining purchases for 7 days
- 2x points at grocery stores for 30 days (up to 1,000 bonus points)
- 2x points at gas stations for 30 days (up to 1,000 bonus points)
- 2x points on sports & concert tickets for 30 days (up to 1,000 bonus points)
- 1,000 points for use toward Bilt Collection purchases
Then, once hitting 75,000 points, customers can unlock these choices:
- 2x points on digital wallet purchases for 7 days (up to 1,000 bonus points)
- 10x points on your next 3 Lyft rides
At 100,000 points, members can choose to claim a 5,000 status point (non-spendable) bonus to help them move closer to the next level. Those who reach 225,000 points can unlock the option to receive 7,500 points toward Bilt Collection redemptions.
Finally, when reaching 250,000 points, two more bonus selections will be available:
- 4x points at grocery stores for 30 days (up to 3,000 bonus points)
- 4x points at gas stations for 30 days (up to 3,000 bonus points)
In addition to the stated caps, other restrictions may apply to certain rewards. For example, the 4x boosts can only be claimed once per year while 1,000 points toward Bilt Collection purchases perk can be selected up to three times per year.
Also notable is that, according to the Bilt site, more reward options will be added throughout the year.
My thoughts:
While I appreciate the idea of Milestone Rewards, I have to say that these options are severely lacking. For example, the 2x categories offered as part of the 25k milestone just put the card on par with several 2% flat rate credit cards (although one could argue that Bilt points have the potential to be valued at more than 1¢ each). Plus, those offers are capped at 1,000 points, meaning that customers will really only get around $10 in value if they max out those bonuses. On that note, you’d have to drive an awful lot to max out the gas category in 30 days — which makes this category’s inclusion in both the 25k and 250k Milestones pretty laughable IMHO.
Then again, I’m being a bit harsh for a feature that didn’t need to exist. At the end of the day, I suppose that having these bonus opportunities is better than not.
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