How mobile transactions could change the future of customer loyalty

10/11/2012 | Advertising Age (tiered subscription model)

The widespread use of mobile devices holds the potential to fundamentally change the way consumers think about currency and the way merchants approach loyalty programs, writes Adam Broitman, chief creative strategist at Something Massive. Cashless mobile loyalty programs could provide for regular subsidized prices, rather than occasional reward redemption, as retailers move to embrace a "cultural currency of loyalty," he writes.

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