For a useful metaphor describing China’s growing interest in loyalty marketing, look to the 2010 World Expo site, currently under construction in Shanghai. The Expo, which occupies over five square kilometers on both banks of the Huangpu River across from the city’s historic Bund area, will soon feature dozens of parks, pavilions and performance spaces. The Expo’s centerpiece will be the 160,000-square-meter China pavilion, designed to represent the concept of the “Oriental Crown.”
The Expo’s web site....