Traditionally, loyalty has fit in a nice little box. It’s a program that you join, with steps you take to earn rewards, and then rewards you can redeem. In recent years, that box has gotten a little larger, with a few new bows on the outside. Brands like Walgreens and Kimpton Karma are rewarding customers for purchasing and non-purchasing activities. Northface and Nordstrom have experiential rewards tied tightly to their brands....