As reward programs become more commoditized, financial institutions and merchants are exploring partnerships through which they can increase the value of points, as well as what members can purchase with them.
An old complaint is that the dollar doesn’t stretch as far as it used to. Yet these days, loyalty reward points do.
This phenomenon is not so much an irony as it is a function of innovation among loyalty operators. Businesses have for decades recognized the financial benefits of rewarding customers for their brand loyalty. Program operators across industries, from healthcare to Broadway, have launched loyalty initiatives and relied on their points, offers and other incentives to engage and retain customers.
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