Loyalty is learning. Many companies institute loyalty programs just to be competitive, just to attract return business. They are leaving money on the table if they don't leverage the program to learn as much as possible about their customers. A great loyalty program helps you understand your customers and how to strengthen your relationship. 

1 to 1: Loyalty Efforts Shift From Points to Customer Engagement, 2011-April-5, by Elizabeth Glagowski

Hallmark's Craig Elbert explained that his company is seeing the beginning of the consumer era, where consumers are in control of the interactions. The company is using its Crown Rewards program as a way to develop branded one-to-one engagement and create learning relationships. "It's not always about pushing products," he said. "It's about a genuine relationship. His company is planning a mobile interaction strategy to take advantage of "the most personal communications channel." Hallmark has a mobile app in the works, along with a mobile optimized Crown Rewards website and mobile registration, rewards, and coupons.