Loyalty programs are becoming increasingly relevant as businesses evolve to meet the demands of today’s consumer. The one thing all brands should keep in mind with loyalty programs is points liability—redeemable member points that could be a future cost to the business.
 
Loyalty programs that offer points that can be redeemed for prizes or discounts are popular for consumers because they clearly demonstrate the value of being a member. Yet, the more consumers engage, the higher the cost to the business upon....

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