The project looks for using eth tokens instead of loyalty coupons, or any giftcard that a shop normally use to give people some discounts or bonuses, the advantage of that is that they will be able to be exchanged in an inside exchange platform, which you could get different tokens from different shops, with different benefits, of course, to accelerate the transaction process they will use an exclusive system for it to be fast, the project already have a client that will use the tokens in Asia, its a huge market, eventually from there, others will follow, for more information, look for the whitepaper, more things are explained there.