A Clubcard for the 21st century: What loyalty schemes should look like today

Discusses how loyalty schemes have changed in the digital environment and what brands should be doing to maximise customer loyalty both online and in-store.

Future of payments

This article is part of a series of articles on the future of payments. Read more.

Need to know

  • Digital-first businesses know their customers by virtue of just being online. The data customers generate and share when shopping online enables e-commerce operators to bypass traditional loyalty mechanics altogether.
  • The imperative to go digital is currently most overlooked in physical stores. The digital capability to engage customers in a way that can foster loyalty significantly lags the opportunity. This is particularly important when linking a retailer’s view of a customer that shops online when they come...

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