In Defense of Polygamous Reward Programs: Lessons From Gap, Ulta & More

The concept of "poly-reward" programs, similar to coalition programs, is gaining attention in the retail industry. Poly-reward programs involve several different loyalty initiatives forming an open partnership, allowing members to earn and redeem points with multiple brands within the partnership. By sharing data and insights, these programs offer benefits like understanding customers' shopping behavior across brands, reducing marketing expenses through combined promotions, and providing more flexibility to customers in terms of payment options and reward redemptions.