From predictable to personalized: Rethinking the loyalty experience

Loyalty programs are nothing new: Ancient Egyptians spent time in temple to earn tokens they could trade for beer. In the 1850s a baking soda manufacturer rewarded customers for collecting trademark stamps. Even the punch card coupon has been around since 1890. But times have changed: Today’s shoppers (usually) want more for their loyalty than free beer, and they don’t want to work too hard for those rewards.