In recent months I’ve had in-depth discussions with consumer products marketing teams, especially within the packaged goods sector. Our conversations revolve around what type of loyalty marketing strategy, if any, can be developed to help them identify best customers, grow their business and ultimately increase patronage and loyalty toward their brand. Most of these brand stewards admit they don’t know what they want to do, but they want to do something. CPGs want to establish strategies based on unique insights into their....