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The article discusses the evolving loyalty strategies in the retail industry for 2024, focusing on the digital transformation of loyalty programs. Brands like Victoria's Secret, Under Armour, and JD Sports have updated their loyalty programs, integrating gamification to engage customers, especially Gen Z. Experiential rewards are also highlighted, moving beyond transactional incentives to build emotional loyalty. Additionally, the rise of zero-party data is noted, as privacy regulations and anti-tracking measures limit third-party cookies, leading retailers to leverage loyalty programs for data collection.
From a perspective valuing cross-site clickstream data, this article seems to understate the comprehensive insights such data can offer. While loyalty programs are useful, integrating clickstream data using loyalty programs as incentives can provide deeper understanding of consumer behaviors across various digital channels.