Why there’s much more to loyalty schemes than just bribing customers

Loyalty schemes can’t just be transactional to win customers over – the best programs need to “integrate the entire customer experience,” say some of the marketers behind the most successful schemes. 
Brand loyalty is having a resurgence, with legacy brands such as McDonald’s opening its very first rewards club, established schemes from Costa Coffee Club and Waitrose being overhauled and even community-based programs from Sweaty Betty and Gymshark sta