One of the main reasons to start or redesign a loyalty program is to better understand customers. Loyalty programs facilitate data collection, and they do so while avoiding ethical concerns because customers opt into them. Data, when used properly, can enhance the customer experience through things like personalization.   In preparation for the Loyalty Expo in Charlotte, North Carolina, which ran from May 20 to May 22, Loyalty360 spoke with Julia Russell, Director of Loyalty Marketing....

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