When you think of a loyalty program, what comes to mind? Points? Discounts? Scanning a loyalty card or giving your phone number at checkout? Traditionally, that’s what loyalty programs have looked like. And just about every retailer invests millions of dollars into loyalty programs that all look very similar – points, discounts, transactional benefits. But do these programs build true loyalty? Do they really capture peoples’ hearts and wallets? Billions of....

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