We are all familiar with the various rewards programs financial institutions and merchants have utilized over the years to reward customers for purchases. I am old enough (just) to remember licking Green Stamps. Then there were the big airline mileage programs, expansion across the travel industry and the broader programs for credit cards.
More recently, debit card rewards programs have grown in number, mostly fashioned after the credit card model, but with different points-to-purchase ratios. The latest approach is toward true "institutional loyalty" programs.
With the changing face of the competition for your member, new technologies, and the need to be differentiated, it is time to leave the traditional card-based approach to loyalty behind and move on to something much more in tune with today's consumer.
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