It’s easy to get mesmerized in the attractive, enticing world of loyalty. In fact, we hear the same excitement all the time. “Man, we’re going to kill it if we can increase our average ticket by 25%.” Or, “If we get each customer to return one more time this year, our numbers will be through the roof.” Yes, effective loyalty programs often satisfy these ambitious goals, and consumer-centric companies should continue maintaining high expectations for....