Why brands need to approach loyalty like Amazon

Sir Keith Mills. Credit: Action Images / Alex Morton“Retailers need to move towards a more Amazon-like relationship with customers, and to do that they need data,” according to loyalty expert Sir Keith Mills.
Mills says: “Creating customer propositions on a one-to-one basis works very effectively online with companies like Amazon. Offline retailers need to be able to do what Amazon do online with the normal shopping experience.”
Founder of the Air Miles and Nectar loyalt