Making Mobile Commerce Work in Retail

2. Use loyalty as a differentiator. Take a fresh look at loyalty beyond the stale definition that we've used for ages, namely marketing efforts designed to encourage buying behavior. Focus instead on the level of involvement consumers have with your brand across channels. Ultimately, you need to deliver value to consumers to earn and maintain their loyalty. If you focus only on purchasing, you're missing a big opportunity to use your loyalty program as a way for consumers to establish an emotional connection with your brand.