The demand for true marketing personalization is completely upending the strategies, scope, and meaning of loyalty and rewards programs.
 
There was a time when running a loyalty program was simple: any business from a hotel chain to a wellness center could offer a reward, in the form of a discount on a product or service, to a return shopper who completes a pre-specified number of transactions.
 
But it’s not that simple any more.
 
According to a Yotpo survey, 71% of....

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