With coupons, loyalty points, and gift cards making up more than $165 billion in purchasing power, it’s only natural for companies to want to digitize these tools to take advantage of the mobile market. However, if businesses think that they can copy their same model and add only a digital aspect they will be sorely displeased. Retailers need to think about these tools, according to Mark Bonchek and Gene Cornfield, as forms of Branded Currency. By thinking not only like a publisher....

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