Consumer shopping habits and loyalty programs have transformed since they first burst onto the scene in the 1990’s. No longer a simple punch card approach, loyalty has morphed into a sophisticated mechanism for collecting customer data to enable personalized marketing and a one-on-one customer relationship.  

Let’s take a look at how loyalty has changed in the last twenty years to illustrate the point. In 1998, Jennifer would meet her boyfriend at the local Blockbuster to pick out the newest release to watch....

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