IOU reinvents existing loyalty systems in order to provide more flexibility, control, and many more benefits for Merchants in order to guarantee the highest possible level of consumer satisfaction for the incurred marketing expenditures. IOU “loyalty system” allows business owners to create a new level of interaction with consumers and, most importantly, provides the opportunity for consumers to freely exchange their purchased IOUs with other consumers for other IOUs which are needed more for those trading parties. 

Each Consumer truly would become the “agent” targeting other Consumers on P2P exchange seeking to trade their acquired IOUs with other Consumers based on the need and value at the time of the transaction. Such approach allows merchants to obtain a stable influx of new customers and truly loyal customers.