Coalition loyalty has been a hard sell in the U.S. To date, there have been two attempts to establish a nationwide multi-partner loyalty program, and neither has taken flight. Now it seems that the path to coalition loyalty in this country might be paved through local neighborhoods and with local merchants.
There is white-hot focus on local merchant marketing today. Groupon, Living Social and other “deal of the day” programs have brought local merchants into center stage for consumers....