Loyalty program theory and practice has worked very well, for a very long time. So 81 percent* of today’s consumers having and using smartphones on a daily basis should be greeted as good news, presenting an open road for making loyalty programs even more relevant and engaging.
This is a tremendous opportunity, but unfortunately for some programs, also a tremendous threat. Why? Because the smartphone is turning people into professional shoppers. Today’s consumers are highly sensitive to price, and they&rsquo....