The loyalty space is always changing, but presently, it seems more in flux than ever. With the rise of digital retail, personalized marketing, and big data, loyalty efforts have been forced to change to adapt to the times. We’re seeing brands drop their previous programs and launch new ones, and we’ve seen other brands dramatically revamp existing programs.
Basically, brands are experimenting. One particular experiment that we’re looking into is subscription services, particularly in light of J.C. Penney’s....