In the back of our minds, we all know that loyalty programs were originally designed to drive the next purchase. They gamified transactional behavior, making repeat purchases more fun. Today, we understand that building long, loyal relationships with customers involves creating a value exchange based on empathy and emotional drivers. In order to be successful, there needs to be participation from both parties—the brand and the customer. The team at Iris Concise calls this participation loyalty. The key to successful participation....