Popular in Canada, Brazil, Germany, Australia and elsewhere around the world—but not yet in the United States—coalition loyalty programs are being positioned as the “next big thing” here by participants in a panel titled “Loyalty Leaders Tell All: Coalition Programs from Around the Globe,” held during the U.S. Direct Marketing Association’s (DMA) annual meeting last month in San Diego. They say it’s no longer a matter of “if” but rather “when” these programs will take off across the United States.
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