Over the last year, loyalty members have changed – they have new habits, new expectations, and new needs. For brands, relearning who their member is, and how they want to engage with a program is critical. Engaging members between transactions – whether it is to complete their profile, play a game, or support their community – enables brands to rediscover who their member is and what motivates them. Between-transactional engagement also provides brands with new, updated....

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