The phrase “card linking” may not mean much to the average consumer right now, but thanks to the work of Microsoft, the implications of the concept and its impending growth might make it a significant leap forward for loyalty programs and the shoppers that use them.
A huge reason that shoppers disengage with loyalty programs is the hassle of actually earning points during the transaction. By requiring shoppers to use a separate swipe card or, worse yet, remember their username, programs are essentially pushing away....