With the NHL season again in full swing, so too is my Budweiser Red Light – a smile-inducing piece of technology that Budweiser transported from the NHL hockey arena right into my living room. It lights up instantly every time my team scores a goal (which thankfully is more often this season than rival team fans care to admit). I mention my Red Light as context for an element I feel is missing, or rather is an opportunity, in loyalty marketing today.
I look out at the loyalty landscape and see so many programs leaning....