Retailers use loyalty programs to keep customers coming back to them more often and spend more when they do. There is one more layer to this. Loyalty is about forsaking all others. With loyalty, customers resist promotional offers from competitors and stay with their brand of choice. The trick is staying relevant – being in step with the customer and understanding what they want in a loyalty program. This assumes, of course, retailers are organized in such a way to be able to understand their customers to begin with. Which isn’t always the case.