A recent statistic published by Colloquy found that although loyalty program memberships are growing, almost 58% of members do not actively engage in them. Jeff Berry, Colloquy’s research director, drives the point home: “Think of the U.S. loyalty market in terms of a crowded party where half of the party-goers are standing in the corner without mingling.” So how do you get your customers to progress from being wallflowers to mingling, joining the party, having a good....

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