As digitization continues in brick and mortar, one of the most important strategic questions for loyalty operators to ask about their customers is “what are they loyal to?”

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Convenience is king with consumers and with new technology driven channels developing like voice ordering, ordering from cars, mobile checkout, and even AI ordering – it will get more complicated. Brands in bricks and mortar need to de-couple the commerce parts of what they offer from the physical products and services they offer. They need to embrace these new digital channels and allow their customers to chose the most convenient way to access their product or service. At the same time, the loyalty operators need to examine each customer and understand what they are loyal to.