From google translate I understand that this is a customer loyalty program but the translation is unclear about what can be purchased with the loyalty tokens.
The waves platform proves to be able to support token (loyalty) programmes. I hope other robust coins like Byteball evolve their private assets programmes (for a hands on experience, see: https://steemit.com/cryptocurrency/@wekkel/byteball-create-your-own-tokens) giving companies the ability to attach their business' value to tokens. Perhaps they can issue their own 'dollars' that can circulate on their own. The free market would determine the tokens' value.