When Loyalty360 talked to Christopher Barnard, president at Points.com, last year about the future of customer loyalty, his definitive response was: Flexibility. “Flexibility in where rewards are earned and how they are spent,” Barnard said at the time. “Flexibility in trading and exchanging rewards between programs in different industries. And flexibility in accessing and interacting with loyalty rewards on any device, at any time. Loyalty currency is only as valuable as it is accessible so, as the ubiquity of loyalty....

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