Marketers are always looking for the next breakthrough to cut through the media clutter and capture the attention of the consumer.  Agencies, software providers and consultancies are more than happy to provide a continuous flow of shiny objects or new tactics.  Today’s loyalty marketing doesn’t appear to be any different. It is amazing how fast we have gone from Loyalty 1.0 to Loyalty 6.0 and beyond.

The uncertainty about how to achieve authentic loyalty leads to an endless supply of tactics for two....

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