Hard Rock launched an upgraded loyalty experience late in December 2013, which now extends seamless white glove service internationally for travelers to access earned rewards at brand owned cafes, casinos, hotels, music venues, and restaurants. The loyalty experience remains consistent for fans no matter where they are or what device they are using, and taps into omni-channel to create an engaging experience. “We decided in 2013 that it was going to be the year of mobile for us,” said Kim Matlock, senior director of digital marketing and customer relationship management for Hard Rock. “For us as a brand and in general for brands to have mobile loyalty, it needs to be recognized that the devices are constantly changing and people want what they want, where they want it, on the device they want it on, and so you need to make it as frictionless as possible for consumers to interact by having a responsive mobile experience.” Get the full story at Mobile Marketer