This question is answered extensively in the first section of the whitepaper, but here’s the TLDR;
LVN is addressing 2 main problems. The first is related to mainstream cryptocurrency adoption, which is obstructed by market volatility, absence of consumer centric use cases and poor user experience. The second is related to fragmented loyalty and incentive schemes within the lifestyle goods & services industry. Addressing the problems in retail loyalty models with a blockchain solution not only revolutionises borderless spending, but brings cryptocurrency to the mainstream in a practical user-friendly way.

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