Long Blockchain Corp. announced that it has formed a new subsidiary, Stran Loyalty Group, focused on providing loyalty, incentive, reward and gift card programs to a wide variety of corporate and consumer brands.

The company has appointed Andy Shape as Chairman and Chief Executive Officer of the company. Mr. Shape will spearhead its loyalty business going forward. Mr. Shape will replace Shamyl Malik who will step down to focus on his other business affairs. Mr. Shape has over 25 years of merchandising, marketing, branding, licensing and management experience. He is the co-founder and President of Stran Promotional Solutions, and has also provided consulting services to early stage brands on how to launch the brand, create a marketing plan, establish distribution models, earn market share and formulate an exit strategy.