Over the past few years, loyalty has moved from a “nice-to-have program” to a structural advantage in modern marketing. That shift is not happening because brands suddenly rediscovered points. It is happening because the center of gravity in martech is moving toward identity, consent, and durable customer relationships, and loyalty is one of the few mechanisms that can deliver all three at once.
The classic martech playbook was built for an era of abundant third-party data and....