The main function of loyalty programs, whether card-based or digital-based, has not changed. They are a way to identify customers, especially repeat customers. But with the evolution of technological data being used to reward correct consumer behavior, it also affords customers greater control in how they interact with retailers and brands. Retailers, for their part, engage in an exchange: they provide value by encouraging customer trust and, in doing so, make the customer’s life easier by improving the shopping experience. Therefore, the loyalty program should extend to every aspect of the customer touch point. In an increasingly mobile world, repeat customers are all about engagement. Get the full story at Mobile Commerce Daily