The Next Great Loyalty Program Is an Ecosystem
When companies realized data was a resource and not just the by-product of sales, they began to offer customers additional value: free products, savings, money back, even a club-like exclusivity. They often did it, and still do it, with customer loyalty programs, which were frequently expressed in the form of a physical card, such as Starbucks Rewards and MyPanera. But the very biggest companies have changed the loyalty game.