Loyalty is boring. Loyalty is broken.

Small retailers struggle to deliver meaningful value to their members, and suffer large-scale disengagement as a result.

Major coalitions continue to devalue their currencies to prop-up profit forecasts, eroding the goodwill of their members and create dis-loyalty.

The basic points-based loyalty program design is over 30 years old, and is ripe for reinvention.

Reinvention requires innovation, and pure innovation is brutal, which is why most companies never really embrace it. The major players in the loyalty industry avoid true innovation as a threat to their existing business models. The major loyalty solution providers invest most of their development budgets on identifying better ways to do the same thing.

So where will the change come from?

LoyaltyX are an experimental loyalty agency.