No two retail loyalty programs are alike – which is no surprise. No two consumers are alike, not every consumer shops every retailer the same way, and not every retailer has the same belief in data as a guide to its marketing strategy, at least not yet. What is crucial for shopper marketers is understanding that what motivates shoppers at Walgreens (points) is very different from what gets CVS shoppers to return regularly (discounts / dollars off). That Kroger shoppers come back because of targeted direct and email offers, but....