The loyalty programs of yesterday do not drive loyalty as they once did.eMarketer found that even though loyalty program membership increased in 2015 as compared to 2014, participation in programs actually fell by 22 percent. This finding was confirmed by participants at Loyalty360’s annual conference, the 2015 Loyalty Expo, which we attended last week. Brands seem to realize “loyalty program” does not simply mean “points program” any longer. A....