This article was published in the June 2015 issue of STORES Magazine.

Retailers get inventive to attract shoppers tired of traditional loyalty programs.

As consumers, we’ve all been there: We sign up for a loyalty program to receive an intriguing discount or reward — and then hit “delete” when the follow-up email arrives.

On an individual basis, such an act seems inconsequential; we likely even continue to tout the benefits of such programs, considering them worth the effort. But on the retailer’s side, if a loyalty program fails to truly engage customers — whether beginning or enriching those relationships — it’s not much more than a “do this, get that” discounting mechanism.

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