The allure of true omnichannel marketing has been an object of obsession for loyalty marketers. Given the plethora of touch points between brands and an increasingly mobile-first customer, along with volumes of data that can be captured from transactions and behaviors, it’s easy to see why omnichannel strategies continue to climb the list of priorities for loyalty program leaders.
According to House Advantage CMO Brett Kline, too often loyalty marketers’ best intentions become bogged down at an inflection point – an....