Loyalty benefits are often thought of as offers that kick in before the shopping trip and discounts which are taken at the register. Rarely are they thought of as being delivered in the midst of the shopping experience. These days, there’s no reason why it has to be that way. Consumers are gradually being asked to scan bar codes at self-checkout or to check prices, and retailers are learning how to monitor self-scanning. This matters because before you get to the store, and by....

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