Evolution of Loyalty Marketing - and Engaging the Long-tail

The current loyalty program model was invented in the early 1980s and hasn´t changed much in 40 years.
However, consumer behavior and technology has evolved dramatically during this period.
To compete with Amazon, brands must know 60%-80% of their customers - not the typical 20% that currently participate in loyalty programs.
The only factor that will move customer engagement from 20% to 60% (or more) is collaboration between complementary brands.
Micro-service technologies are now available to help brands collaborate, build richer customer profiles, and remain top-of-mind.
Share examples of leading airline, hospitality, banking, and retail loyalty strategies that will work effectively in this new decade.