Loyalty programs have been described as ubiquitous, too bland, too complex, or too similar.  And yet, they are found in nearly every vertical and just about every size business. Why? I would claim it is: because they work. Or they should. Loyalty programs have been deeply analyzed to demonstrate effectiveness in retaining best customers and driving incremental behavior. By providing a way to identify unique customers, and capture data about their behavior, loyalty initiatives let us....

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