Shopping has changed almost beyond recognition over the last few decades. Increasingly, shoppers don’t jump in the car to get those must-have Christmas presents; they instead open up a browser window. And this trend has only been accelerated by the Covid-19 pandemic.

Our changing shopping habits have been accompanied by changes in the way that loyalty programs are structured. The digital world provides plenty of tools for retailers looking to secure repeat custom. Customer data can be gathered and analysed with greater precision than ever before.

The history of Loyalty

The loyalty program is often thought of as a modern innovation.…