Consumers love positive experiences. And better yet, experiences that ‘surprise and delight’ create engagement that leaves the consumer wanting to interact with your brand for future experiences. With the shift of loyalty programs from transactional to relational, fulfilment has transformed from rewards to experiences. Further, loyalty has become part of a brand’s overall business strategy: a mindset versus a program.
Recently, UniBank, a Boston-based financial institution, was in the community performing random....

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