We toss around the word loyalty often. Whether it involves friendships, relationships, sports teams, pets, retail, or restaurants, we hear and use the term loyalty regularly and it means different things to different people. In retail just about every company has some type of loyalty program. Whether it’s free or paid, standalone, wrapped in a credit card, single or omnichannel, a loyalty program is a mechanism companies use to build customer loyalty. So, what is a true....

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