In the first installment of “Where Your Loyalty Program Should Stack Up in Your Retail Brand Identity,” Pamela Sullins, Kobie’s Director of Client Services, and I discussed the top identity-related challenges and held up AMC Theatres as an example of a company that’s doing a great job of merging its loyalty program with its brand identity. We now continue our conversation about the need for loyalty programs to be involved in a brand’s overall business strategy. At what point in their....

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