In recent times, we’ve seen a number of new loyalty programs announced or revamped by major brands, including Staples, Best Buy, Orbitz and AT&T. Even affinity-based communities are leveraging this strategy. For example, Club Hockey Canada was created by Hockey Canada to offer hockey families specialized offers, and is supported by such national brands as Canadian Tire, Boston Pizza and Air Canada.
Clearly, these programs – whether they are digital, currency-based, coupon-based or experiential – have....