It’s common practice for businesses to show appreciation to loyal customers by offering rewards for frequent spending. In fact, nearly 75% of the U.S. population is enrolled in at least one loyalty program, according to COLLOQUY research. If there’s a cash register, there’s probably a loyalty program attached to it.
But this is part of the problem.
The overwhelming volume of these loyalty programs is causing a numbness among consumers. The typical U.S. household is enrolled in an....

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