Lately, we’ve seen more and more brands facing up to the fact that traditional loyalty programs simply don’t work in most industries.

They fail to create lasting loyalty, largely because they don’t capitalise on customer data to create ongoing, emotional value for their members. And a loyalty program that doesn’t add value for its members long-term won’t create value for a business either.

So what does the future look like? Will loyalty programs cease to exist? Not quite.

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