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The utility of points—or the number of ways points can be earned and redeemed or “spent” outside of a brand’s core product or service offering—grew significantly in the past few years. While there are many drivers behind this evolution, we dive into four primary factors increasing point utility.
Customers are more program savvy
In the U.S., 68% of consumers belong to one to four programs and 31% say they belong to five or more—that&rsquo....
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