From program to experience
In Part One: Between 1896 and 1990, loyalty progressed from trading stamps to the first generation of data-driven travel, hospitality and credit card programs. By the late 1980s, programs began to grow beyond the transactional model, delivering enhanced services and benefits beyond points and rewards.
By the early 90s, loyalty programs had become routine in many business categories. The next generation would shake things up, with programs extending into new....