Most technology suppliers we speak with point out that brands really need to differentiate themselves in the current environment. The customer loyalty space has changed, they say, and points-based programs are no longer interesting to customers. Brands use to be able to stand out just by offering a loyalty program, but that is no longer the case.
Now, brands need to become relevant to customers and stay that way by offering experiential, rather than transactional, programs. In addition, they need to personalize to their customers....