Loyalty programs have generally tried to enhance the in-store customer experience. By and large, this is still the case, and the traditional plastic loyalty program card often continues to represent this strategy. It is true that as our society progressively goes digital, many mobile devices are being introduced into the mix. But these digitized customer engagement efforts are still usually tethered to the in-store experience in some fashion.
However, consumers are increasingly doing many of their shopping activities exclusively through a....