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Opinion: Is personalisation the new loyalty program?

According to KPMG, ‘earn and burn’ loyalty programs are losing their lustre and instead, the way forward is for retailers to pursue personalisation at scale.  But this is a circular argument. The irony is you need some sort of loyalty program to generate the data you need to truly personalise your offering and then, maybe, you might find you don’t really need the loyalty program anymore. Whichever way you slice it, all roads lead back to first-party data. And there has never b