The channels in which retailers reach consumers have changed at a rapid pace and continus to do so, with all this upheaval landing the consumer in the driver seat of marketing and retail while causing the downfall of the loyalty program. Consumers have the ability to get what they want, when they want it and how they want it due to mobile, meaning retailers must work even harder to give shoppers an incentive to purchase with them. “Loyalty is dead, I’m starting off this session on a little bit of a serious note but as we see it customers are not loyal any more,” said. “We do not really know how to make them loyal. “Why is this, because customers are in control,” she said. “Customers have all the power, now it has shifted to them. Get the full story at Mobile Commerce Daily