The L.POINT membership service allows consumers to save and use points when they buy something at a store. Unlike typical loyalty schemes, the benefits accrued are not limited to a single store or chain. L.Point service enhances personalization by encouraging users to complete tasks that gain them points and also promote a more healthy lifestyle. For example, the task “WALKING 10,000 STEPS A DAY” allows users to collect and donate points to charity. This is an app that adds deeper meaning to consumption.